Leverage an existing audience to promote a cult release

Frank is a film to win the hearts of music lovers and indie film fans alike. We were asked by the distributors, Curzon Film World, to activate that audience through social media. We realised that, while it’s difficult for an individual film to build up a large social media following in the short span of a release, there was already a large social audience to leverage: that of the cinemas showing the film.

In the run-up to the release, we brought Frank to cinemas across the UK through customised social skins and images. We provided shareable content for the local cinemas to post, including a guide to creating your own Frank head in video and Buzzfeed form. And we worked with a comic artist to bring interviews with the cast to life in a whole new way.

With dozens of locally popular independent cinemas taking up the chance to bring Frank to their town, we reached thousands of potential fans through an approach as charming and witty as the film itself.