The Challenge:

The Cinematheque is not my thing…

A regular customer base has been formed over the years for the Film Festival in particular and the Jerusalem Cinematheque in general. In recent years, the need for ‘new blood’ in the Cinematheque had increased. The film festival has been described as a flagship event that would make it possible to address audiences that have not yet been exposed to the varied options that the Cinematheque has to offer - like its reduced prices and unique ambiance. Among the target audiences are: New students in the city, teenagers, residents of more distant neighborhoods, and satellite towns of Jerusalem. 

Our Solution:

The Cinematheque is open to all.

We decided to create a logo that appeals to younger audiences. This was carried out by using an iconic figure that combines classic film themes together with attractive colors. Using segmentation, the various products (with ATL and BTL advertising among them) were accurately exposed to the public through print and digital media. The bold outdoor signs that were widely used throughout the city combined with the rest of the advertising methods, brought a great deal of exposure to the festival in Jerusalem and across the country. The 2012 Film Festival was considered the most successful film festival in recent years as it drew in new crowds and many new subscriptions.