Taika Waititi Directs Vue Cinema Campaign Celebrating the Enduring Power of Film

Key facts

• Vue, a European cinema chain, launched a campaign titled 'Feel It Forever' from agency Hijinks.
• The campaign was directed by Taika Waititi, with filming in London and Auckland.
• The spot features ordinary people shadowed by fantasy-inspired film archetypes.
• Hijinks co-founder Marc Allenby noted Waititi kept a spontaneous moment of an actor in armor giving up after 20 takes in extreme heat.
• The campaign breaks May 1 in the U.K. and Ireland, later rolling out to the Netherlands, Germany, and Italy.
• Waititi described the work as 'an epic love letter to cinema' in press materials.

A Cinematic Love Letter to the Movie-Going Experience

Vue, the European cinema chain, has unveiled a new advertising campaign that aims to capture the profound and lasting impact of film on audiences. Titled 'Feel It Forever,' the campaign was created by agency Hijinks and directed by Academy Award-winning filmmaker Taika Waititi, known for his work on 'Jojo Rabbit' and 'Thor: Ragnarok.' The spot, which began filming in London and Auckland, shows everyday people going about their lives while being accompanied by various fantasy-inspired film character types. These archetypes — a knight, a rogue, a mystical figure — serve as a visual metaphor for how movies inform, distract, and leave a lasting impression on viewers long after they leave the theater.

Waititi's Unscripted Approach and Creative Challenges

Hijinks co-founder and co-CCO Marc Allenby recalled that Waititi was 'always watching for spontaneity, always ready to turn the unexpected into something memorable' during production. One standout behind-the-scenes moment came during the sequence featuring a knight running across a bridge. After approximately 20 takes in extreme Auckland heat, the actor, wearing a full suit of armor, began to give up. Waititi immediately spotted the hilarity of the moment and kept it in the final cut. Another significant challenge involved designing fantasy-inspired characters that evoked iconic cinematic archetypes without directly replicating copyrighted figures. Allenby noted that the team had to be creative within those parameters, capturing the essence of such characters. 'Eventually, it resulted in designs that felt ultimately more imaginative,' he said, adding that the approach mirrors how these characters exist in every cinema-goer's brain — not as precise copies, but as impressions.

The Campaign's Core Message: Characters That Follow You Forever

The campaign's tagline, 'Great characters follow you forever,' speaks to the deep bond between flesh-and-blood humans and the figures they encounter on screen. By equal turns whimsical, surreal, and a tad edgy, the approach feels especially truthful in conveying how fiction can shape our perspectives and provide solace amid the constant grind of uncertain days. In press materials, Waititi described the work as 'an epic love letter to cinema that reminds us why we go, and keeps us coming back.' The sentiment underscores Vue's broader strategy to reinforce the emotional value of the theatrical experience in an era of streaming and home entertainment.

Rollout Across Europe Starting May 1

The campaign is set to break on May 1, initially rolling out across the United Kingdom and Ireland. It will then expand to other European markets, including the Netherlands, Germany, and Italy. The phased launch reflects Vue's footprint as a major European cinema chain with operations in multiple countries. Vue has not disclosed the campaign's budget or specific media channels, but the involvement of a high-profile director like Waititi signals a significant investment in brand marketing. The spot is expected to appear in cinemas, on digital platforms, and possibly through out-of-home advertising.

Industry Context and the Power of Cinema Advertising

The campaign arrives at a time when cinema chains are working to attract audiences back to theaters after years of disruption from the pandemic and the rise of streaming services. Vue, like its competitors, has sought to differentiate the communal movie-going experience from at-home viewing. By enlisting a director known for his imaginative storytelling, Vue aims to tap into the emotional resonance that films hold for audiences. The campaign's focus on the lasting impression of characters aligns with research showing that shared cultural experiences, such as blockbuster films, can strengthen social bonds and provide a sense of continuity in people's lives.

A Creative Strategy Rooted in Emotional Truth

The decision to depict characters as impressions rather than precise replicas of copyrighted figures was both a legal necessity and a creative opportunity. Allenby noted that the resulting designs felt more original and truer to how audiences actually remember film characters — as emotional echoes rather than exact images. This approach allowed the campaign to celebrate cinema's archetypal power without infringing on intellectual property. The final world of the spot feels both familiar and fresh, reinforcing the idea that the magic of movies lies not in their fidelity to reality but in their ability to transform our perception of the everyday.

Outlook: Will the Campaign Resonate with Audiences?

As Vue prepares to launch 'Feel It Forever,' the campaign's success will depend on whether it can cut through a crowded media landscape and rekindle the sense of wonder that draws people to cinemas. Waititi's involvement brings a level of credibility and creative cachet that could help the spot go viral. However, the ultimate test will be whether the campaign translates into increased ticket sales and membership sign-ups for Vue. In an industry where marketing spend is often measured against box office returns, Vue is betting that an emotional appeal — rather than a focus on discounts or technical specs — will resonate with audiences seeking meaningful experiences.

The bottom line

• Vue's 'Feel It Forever' campaign, directed by Taika Waititi, emphasizes the lasting emotional impact of film characters on audiences.
• The spot was created by agency Hijinks and filmed in London and Auckland, with Waititi incorporating spontaneous moments like an actor in armor giving up after 20 takes.
• The campaign faced the challenge of designing fantasy archetypes that evoke iconic characters without infringing on copyrights, resulting in more imaginative designs.
• The work launches May 1 in the U.K. and Ireland, with subsequent rollouts in the Netherlands, Germany, and Italy.
• Waititi described the campaign as 'an epic love letter to cinema,' underscoring Vue's strategy to reinforce the value of the theatrical experience.