Issue

Independent cinemas in London are closed during the lockdown, and that hurts their business and the communities around them like never before.

Approach

MUBI created a Gofundme campaign to help those cinemas with what they needed to go through the crisis: Money. Plain and simple. New proposed to hire the most iconic independent cinemas marquees around London and use them as an outdoor sign to deliver a simple and powerful message, while giving some extra money to the theatres participating: Genesis, Rio, Catford, Phoenix and Electric, 5 of the most famous independent cinemas in London took part.

It worked pretty well, seeing the response of cinema icons and personalities like Ken Loach or Edgar Wright, among others.