Objectives included launching the UK premiere of the film at Raindance Film Festival 2019, generating politically engaged discussion around Ai Weiwei’s art and international human rights, and raising the profile of Cheryl Haines as an exciting director.
The Work
We created a methodical, time-sensitive PR strategy targeting film and visual arts media, and approached UK festivals to secure screenings. We ensured that key film and arts media, and individuals from arts organisations, including high-profile institutions Tate Modern, Stuart Hall Foundation and Marguerite, attended the premier.
Working closely with the FOR-SITE team, we made sure that communications with the press always reflected their core messaging. We placed director Cheryl Haines for interviews in DAZED, Art Daily and Art Net, and pitched reviews in national press, film, arts and lifestyle media. Our strong relationships with the press built anticipation for the theatrical release of the film with outlets such as Total Film, Time Out, Time, Telegraph and Daily Mail strongly considering reviewing the film once it has a distribution date.
National coverage, including:
- 4-star review in the Guardian
- The Daily Telegraph
- Daily Mail
Art and Lifestyle press coverage included:
- Total Film
- Timeout
- Time
- Dazed
- Art Daily
- Art Net
