With the support of Cinema First and the BFI, Into Film partners with the film industry to nurture young audiences and build a thriving cinema sector for the future.
Through insights, campaigns, in-cinema activity and sector support, we aim to cultivate the largest possible sustainable, passionate and diverse young audience for film.
We're proud to say that, thanks to Into Film, 30,000 young people went to the cinema for the very first time in 2018.
Into Film Festival
The Into Film Festival has welcomed nearly two and a half million 5-19 year olds to cinemas over the last six years, with 439,000 young people and their teachers attending 2,545 screenings, special events and previews across 550 cinema sites in November 2018. The Festival is supported by organisations across the entire sector - from exhibition and distribution to production and print transport, all working together to give young people the opportunity to experience the gold standard of film-watching, often for the very first time.
It's been a wonderful way for us to engage with a hugely important part of our customer base and get children excited. We've seen great benefits to our business by running this initiative.Otto Turton, Director of Content and Pricing, Vue Entertainment
Developing Young Audiences
Research* indicates that adults are more likely to attend the cinema regularly if they have developed a cinemagoing habit as a child. By commissioning and partnering on regular research, we keep up to date with the rapid evolution of leisure pursuits and content consumption amongst young people to gain unique insights into barriers and motivators to cinemagoing.
We recently commissioned some primary research with industry analyst Stephen Follows on the cinemagoing behaviours of 11-15 year olds.
As strategic partners of the BFI Film Audience Network, we support exhibitors to welcome young audiences into their venues with schools-facing specialist screening programmes, consultation with 16-19 year olds and sharing of best practise and research.
Into Film also acts as a bridge between the film industry and education sector, providing exclusive opportunities to learn about the breadth of careers in the film industry directly from the people who work in it.
Getting young people to see what a brilliant place cinema is to see film can only help us as a business and a long-term audience builder, so I think it's a synergy and a marriage made in heaven.Claire Binns, Joint Managing Director, Picturehouse
Connecting Young People to Film
We work with the industry to ensure cinemagoing and legal film-watching remains firmly at the heart of young peoples' social and cultural development. Partnering with the Industry Trust for IP Awareness, we commission research and run campaigns encouraging respect for intellectual property.
Through our popular Get Into Film YouTube channel, we open up the world of film to young people, supporting young reporters to create talent-led and behind-the-scenes content to drive buzz and engagement around new release titles.
- 38 million minutes of videos watched on Get Into Film YouTube
Schools Marketing Campaigns
Into Film offers distributors a route to market for new film releases to our extensive school networks. Leveraging our publicly funded work with schools, we offer marketing campaigns based on reach, engagement and expertise. We directly engage with over 1 million young people and over 5 million teachers and families via digital channels every year.
Our campaigns are fully film-branded and expertly mapped to educational value and curriculum topics ensuring exposure and engagement in the classroom and promoting shared family moments at home. Through multi-channel strategic campaigns direct to schools we offer a powerful, credible and relevant solution to meet your marketing objectives.
I just wanted to send a note to say how brilliant the materials look and how happy we are with how the promotion turned out.Warner Bros.
Screen Awards Finalist
We are thrilled to announce that we have been shortlisted for the 2019 Screen Awards Brand Partnership of the Year category! Our Wonder Park: Imagination and Invention campaign was made in partnership with Paramount Pictures UK and the Royal Academy of Engineering. See the full list of finalists.
The BFI is the leading body for film in the UK. The BFI’s ambition is to create and maintain a flourishing film environment in which innovation, opportunity and creativity can thrive.
Cinema First, an industry body that represents exhibitors and distributors, is dedicated to increasing cinema admissions profitably in the UK.