Amplify + Fremantle partner to launch Fremantle's first digital-only cinematic screening...
Once a year, commissioners from channels and platforms around the world descend on London for a week-long sales festival from UK content producers. Faced with the inevitable loss of Soho screening rooms, hospitality and IRL connections, Fremantle needed to showcase its late to an audience that is not only time poor but also tricky to attract and even trickier to impress.
The pandemic resulted in unavoidable content production disruption. This, alongside unprecedented competition between US streaming services, helped to create healthy demand for content for the year ahead. Expectation from commissioners and buyers for well produced scripted and non-scripted content was never higher. Instead of the traditional tease for MIPTV, the launch moment became the focus and spring buying window
With a content savvy commissioner audience, the approach needed to be high quality, engaging, secure and with low barriers to entry, pushing creativity but ensuring the very best customer experience.
A no compromise approach on creativity, curating an elegant and engaging journey from log in moment, to capture attention and to keeping attendees entertained and engaged avoiding the usual frustrating virtual cliches and tropes.
At a technical level integrate a secure screening engine and CRM solution to capture attendee data. This needed to interface with existing Fremantle assets to create a frictionless invite, attendance and follow up process.
Doorways to every corner of the world, an invitation to step inside Fremantle’s world of irresistible entertainment.
We imagined the concept of utilising the doors as a mechanic to segue into content from a central place, in this case the studio we were shooting from.
Whilst one door resembled the front of a cinema; another replicated that of No 10 Downing St; with each set-up creating intrigue and excitement around what was to come.
High quality filming production gave the show a polished finish and allowed our concept to flow throughout the live event, invite process and virtual platform we built.
We hinted the doors concept in our initial invite and follow up comms teasing guests with what was to come. At each stage, we revealed a little more of the doorway with us revealing the full cinema creative when guests around the globe landed on the platform to view the content via a bespoke steaming platform.