Cinema First: Love Cinema
TV commercial review
Heart or Humor
Cinema First unveiled #LoveCinema, a nationwide campaign designed to capture the attention of audiences across the country and remind them of the unique experience that only the big screen can offer. Cinema First is the cross-industry body charged with the promotion of cinemagoing in the UK. Its core constituents are the Film Distributors’ Association – representing UK film distributors, and the UK Cinema Association – representing UK cinema operators.
The cinematic montage created by Empire Design which celebrates the wonder of cinema, stories that have captured our imaginations, shaped memories, moved us to tears, made us laugh, and opened our eyes to alternative worlds.
The montage featuring over 50 films pays tribute to some of the most memorable moments from cinema history including the ground-breaking cultural treasure The Wizard of Oz, winner of 11 Oscars Ben Hur, number one on the IMDb poll of greatest films ever made The Shawshank Redemption, the timeless musical classic My Fair Lady and the iconic underdog crowd-pleaser Rocky.
It also teases the most anticipated films hitting screens this year, including Christopher Nolan’s espionage thriller Tenet, Daniel Craig in his final outing as James Bond in No Time to Die, Gal Gadot reprising her iconic superhero role in Wonder Woman 1984, Marvel’s Black Widow starring Scarlett Johansson and Denis Villeneuve’s hotly awaited adaptation of the evolutionary sci-fi epic Dune starring Timothée Chalamet.
The music to the montage, ‘This Little Light of Mine’, was chosen for its beauty and the metaphorical connection between light and the cinema projector. Originally penned by Harry Dixon Loes in the 1920’s as a children’s gospel song, there have been many famous versions created. The campaign features three versions; by the Rend Collective, Dionne Warwick, and one created specifically for this film.