"Feel it Forever"

30 April 2026

2 mins

For all of your selves.

This ad for Vue Cinemas from agency Hijinks and director Taika Waititi contains a highly unusual idea which has been executed with love and authenticity. It expresses the idea that our experience of films stays with us and becomes part of who we are... represented by characters from the movies that they love following the two protagonists as they navigate their city.

Cinemas face multiple challenges these days as other forms of entertainment battle for our attention - not least, the device in our pockets which provides an endless stream of weirdly curated clips, often from movies, amalgamating into a fountain of endorphins to pacify us and stop us from thinking.

Against this background, cinemas are forced to keep their prices at a level that makes them hard to sustain as a business model, but - as this lovely film reminds us - the opportunity to watch a film on a big screen provides us with immense cultural cornerstones that become the foundation of who we are.

The representation of this idea has been pieced together as a fancy dress conga line by director Waititi. This co-ordinated sequence of other selves is a fun and meaningful distillation of the joy of cinema, and DAVID hopes that this proves to be a perfect reminder to people that the experience of cinema trumps all, and that Vue provides the best version of it.

UK

Museums / Entertainment Centres