It is not a cinema but a website and poster campaign that promotes new British films, with pre-releases, informing the demographic of where they can see the films across the UK.
The first film that the campaign promoted is Yardie, directed by Idris Elba, with the next being McQueen’s Widows, which will be airing in London and Manchester.
The identity for the branding has been inspired by “bold typography” seen on magazine front covers, says Massive, and including film poster headline typography.
The palette is made up of “contrasting bright and dark” colours, adds Massive, comprising of blue, teal and orange, with the idea of mimicking the visual language seen on entertainment magazines and film posters.
The logo doesn’t contain any graphical elements, it is purely typographic, with “Massive” set in a bold, sans-serif typeface, inspired by Information Extra Bold Wide, designed by Friedrich K. Sallwey in the 1950s.
“This typeface does not exist digitally. We chose it for the interesting character details and its weight and width. While researching the typeface, we also found that it had been used in a small number of movies for opening title sequences,” says designer at Studio Moross, Nick Greenbank.
Massive has been started by OurScreen cinema platform, alongside the entertainment agency Elevenfiftyfive. The aim is to target the “elusive” 16-24-year-old market, says Massive, and “give younger audiences the opportunity to discover British cinema”. The campaign has been endorsed by the British Film Institute (BFI).
Research by the BBC shows that due to the popularity of film and TV streaming services such as Netflix and Amazon fewer young people are now going to the cinema in recent years.
Massive is rolling out using printed posters, a cinema trailer a magazine and on the OurScreen website.
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