Not Just Stockholm Film Festival

Client: Stockholm International Film Festival

The movie industry has been struggling for years, many even claim that it’s dead. This doesn’t only affect the movie industry itself, but also cinemas worldwide. Stockholm International Film Festival, an institution for film art and cinema culture, was struggling and faced several challenges.

The solution was “Not Just Stockholm Film Festival”, a campaign that took the festival beyond the capital of Stockholm by bringing a series of film screenings to places where they are usually shown last: six Nordic premieres at the homes of dedicated home cinema enthusiasts across all of Sweden—including a basement, a garage, two living rooms, and a former laundry room, fully integrated into the festival’s official program and booking system. “Not Just Stockholm Film Festival” not only activated the Stockholm International Film Festival brand but also engaged a new audience, new media channels, and a new type of product integrated into their ticketing system. Not only did the campaign increase the festival’s revenue, it has also set a new internal standard for the festival and the industry at large in terms of strategy, integration, and tone. Following this year’s festival, film distributors have praised the initiative and called for continued innovation and more creative approaches to how the festival is shaped and how their films reach audiences.