THE SPACE CINEMA – PART OF THE VUE GROUP – PRESENTS “FEEL IT FOREVER”: A LOVE LETTER TO CINEMA DIRECTED BY ACADEMY AWARD® WINNER TAIKA WAITITI

VUE, the largest privately owned cinema operator in Europe and the market leader in the UK and Italy*, where it operates as The Space Cinema, presents “Feel it Forever”, a new film directed by Academy Award® winner Taika Waititi and created in collaboration with creative agency Hijinks.

The campaign celebrates the power of the cinematic experience and serves as a true love letter to cinema, exploring how the stories, characters and emotions experienced on the big screen continue to live on long after the credits roll.

The two-minute film, “Feel it Forever”, will be screened before every showing across the VUE cinema network throughout Europe—including all The Space Cinema locations in Italy—and will also be distributed through social media channels, connected TV and digital platforms. The initiative is part of a broader evolution of the brand’s positioning, aimed at reinforcing the central role of the cinema experience and its ability to create memorable, lasting moments.

At the heart of the story is a powerful visual metaphor: moviegoers are followed by the characters from the films they have watched throughout their lives, illustrating how the feelings inspired by the big screen never truly leave us. In the film, a young couple moves through the city followed by a “trail” of characters; children are shown with fewer companions, reflecting the fact that they have seen fewer films. The couple then arrives at a The Space Cinema location for a first date, and as they leave, new characters join their trail, symbolizing how every cinematic experience continues to live on well beyond the final credits.

Filmed between New Zealand and London, the production combines live-action footage, highly detailed styling and sophisticated post-production work to create a wide range of cinematic worlds. The project involved 148 actors portraying a diverse universe of characters, supported by extensive production design work that also included the use of 74 wigs.

A combination of visual effects, CGI and traditional 2D compositing was used to seamlessly integrate the characters into each scene, with meticulous color grading and visual treatments designed to reflect different film genres and reinforce the illusion that these characters have stepped directly out of a movie. For example, a character inspired by the 1980s features the analog interference effect typical of VHS tapes, while a Western protagonist is characterized by dusty sepia tones reminiscent of Technicolor films. Similarly, a fantasy figure is rendered through a soft, ethereal glow.

Alongside the creative project, Vue continues to invest in enhancing the cinema experience through innovations such as:

• Ultra Lux reclining seats
• Premium large-format screens such as EPIC, featuring HDR technology and Dolby Atmos
• The Vue Your Way retail concept, designed to make the foyer experience smoother and more personalized

The film was created by an international team of top-tier cinematic talent. Alongside Taika Waititi (Jojo Rabbit, Thor: Love & Thunder), the production involved professionals including colorist Jean-Clement Soret (Black Mirror), editor Tom Eagles (Jojo Rabbit, Norimberga), cinematographers Ross Giardina (Gold) and Suzie Lavelle (Severance), composers Soundtree Music (Train Dreams), and post-production studio The Refinery (Hunger Games – La ballata dell’usignolo e del serpente), working in collaboration with production company Hungryman.

“Feel it Forever” marks VUE’s first brand campaign since 2020 and the first developed alongside Hijinks, which was appointed creative agency in 2024 after previously collaborating on the development of “EPIC.”

The campaign launched in May in the UK and Ireland and is now being rolled out across major European markets, including Italy.

Statements

Tim Richards CBE, Founder and CEO of VUE, said:

“It was important for us to work with some of the industry’s greatest talents, including Academy Award®-winning director 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 films on the big screen, you feel them forever.”

Matt O’Hara, Brand and Marketing Lead at VUE, said:

“Rather than simply promoting films, Vue has always championed the big-screen experience itself, and this new campaign, developed in partnership with Hijinks, builds on 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 category-defining, a true celebration of cinema that could stand alongside the very best films shown across the VUE circuit.”

Francesco Grandinetti, General Manager of The Space Cinema, said:

“This campaign tells a simple truth: cinema does not end when the screening is over. The stories we experience on the big screen continue to influence our imagination, our emotions and even the conversations we share with others. At The Space Cinema, we work every day to make these moments even more meaningful by investing in the quality of the image, sound and customer experience. ‘Feel it Forever’ perfectly expresses the value we place on the cinema theatre: a place where stories come to life and become part of our personal experience.”

Taika Waititi, who directed the film, said:

“This is an epic love letter to cinema that reminds us why we go and makes us want to come back.”

Marc Allenby, Co-Founder and Chief Creative Officer of Hijinks, said:

“This was the kind of brief every creative dreams of receiving. Cinema is such a brilliant and important cultural playground, and having the opportunity to create a piece of entertainment designed for the big screen and Dolby Atmos sound was an absolute dream—not just for me, but for the entire Hijinks team. Our brilliant client-side partners helped shape the brief and challenged us when it mattered most. Working with Taika was the experience of a lifetime. I’m incredibly proud of what we achieved together: two minutes of pure joy on the big screen.”

For further information: Spencer & Lewis for The Space Cinema.