Picturehouse Cinemas, beloved neighbourhood treasures nestled across the UK, approached us to create an advert which could be played before their film screenings. They needed content with longevity which would spotlight the heart of their community: their members. The objective was to capture what Picturehouse means to them.

Our concept was evergreen: a 90 second advert spanning across the seasons which could be continually renewed with content. Alongside this, we pitched to produce a series of vignettes which documented individual stories from their community. 

As we delved into what makes Picturehouse unique, we were struck by the extraordinary loyalty of its members. The data speak for itself: they have over 500,000 email addresses on their database, constituting both current and past members.

So we started digging: What do Picturehouse cinemas mean to their community? This question formed the backbone of our stories, returning us each time to their real-world impact on individuals across the country.

Amongst them, we met Dot, an 80-year old retiree living on the South coast in Birling Gap. Dot’s relationship to cinema is lifelong, beginning in 1949 when the theatres were known as “picture houses”. We spoke with Debbie, an actress living in South-East London, who is a regular at their dog-friendly screenings. And we met Natalia, a London-based filmmaker, for whom cinema is a weekly necessity and a sanctuary.