Vue is inviting cinemagoers to Feel It Forever, reminding them of the power of the big screen experience The new brand film, created by Hijinks and directed by Taika Waititi, is a cinematic love letter to cinema, showing how stories, characters and emotions never leave us.

The two-minute film is a visual metaphor where cinemagoers are followed around by characters from all the films they’ve seen throughout their lives, highlighting how the feelings sparked by watching a film on the big screen stay in our hearts and minds.

Feel it Forever will air before all screenings across Vue’s European estate, as well as on social, connected TV, and digital channels, and forms part of a wider campaign promoting a refreshed brand platform for Vue to highlight how its continued focus on the customer experience draws audiences into moments of awe that leave a lasting impact.

Taika Waititi shot the film with production company, Hungryman, on location in New Zealand and London. He commented, “This is an epic love letter to cinema that reminds us why we go, and keeps us coming back.”

The film was created by a team with a strong pedigree of talent in cinematic art. In addition to Waititi, (Jojo Rabbit, Thor: Love & Thunder), the wider production team included colourist Jean-Clement Soret, (Black Mirror); editor, Tom Eagles (Jojo Rabbit); DOPs, Ross Giardina (Gold) and Suzie Lavelle (Severance); composers, Soundtree Music (Train Dreams) and post by The Refinery (The Hunger Games: the Ballad of Songbirds & Snakes). 

Tim Richards CBE, founder and CEO of Vue, stated, “It was important to us to work with some of the industry’s greatest talent including the Academy Award-winning filmmaker Taika Waititi, to create a film that demonstrates cinema’s unique ability to connect with audiences and stay with them long after the credits roll. When you experience great movies on the big screen, you feel it forever.”

Together with Hijinks’ creative team, the team worked on recreating movie characters from a wide range of genres, from romcom to sci-fi, film noir to action and more. Styling, colour and grade also correspond to their genres and historical time period (for example, an ‘80s-style character is given an analogue VHS screen effect and noise, a Wild West character is portrayed with a dusty sepia grade evocative of Technicolor while a fantasy genre fairy has a soft ethereal glow.)

Feel It Forever is Vue’s first brand campaign since 2020 and the first by Hijinks, which was appointed as Vue’s creative agency in 2024 and has previously worked with the cinema group on creating its EPIC by Vue branding and identity.

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The campaign will run in the UK and Ireland from May 1, followed by The Netherlands, Germany, Italy, Denmark, Poland, and Lithuania later in May with the wider campaign including social edits, behind-the-scenes content, out-of-home, and in-cinema assets. 

Matt O’Hara, brand and marketing lead at Vue, commented, “Rather than just promote films, Vue has always championed the big screen experience itself and this new campaign, working in partnership with Hijinks, evolves from our previous work to celebrate the broader benefits of cinema: bigger emotions, deeper connections, and moments that never leave you. We wanted something bold and disruptive for the category, a true celebration of cinema that stands alongside the very best films on Vue’s screens.”

Marc Allenby, co-founder and chief creative officer at Hijinks, added, “This was the brief every creative wants to land in their lap. Cinema is such a brilliant and important cultural playground, and having the opportunity to create a piece of entertainment that utilises the big screen and Dolby Atmos sound was the absolute dream, not just for myself, but for the whole entire Hijinks team. And having brilliant client partners helped us define the brief and challenged us at the moments that mattered. Working with Taika was the experience of a lifetime. I’m incredibly proud of what we have achieved together – two minutes of pure big screen joy.”