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| Author | Zoe Aresti |
McCann London, in partnership with Digital Cinema Media (DCM) and Picturehouse Cinemas, have today announced the launch of the UP ON THE ROOF FILM FESTIVAL, celebrating the art of storytelling atop a spectacular art deco building.
Up on the Roof is a week-long celebration of film crafted by three key players in the UK media industry. Picturehouse Cinemas are Britain’s biggest arthouse cinema chain, DCM are the market leader in UK cinema advertising and McCann London build enduring brands with global companies like L’Oréal, MasterCard, Microsoft and Subway.
The festival, open to friends of McCann London, DCM and Picturehouse Cinemas, affirms Christopher Booker’s The Seven Basic Plots, which analyses the seven story archetypes that define every story ever told and their psychological meaning. The seven story archetypes are - Overcoming the Monster, Rags to Riches, The Quest, Voyage and Return, Comedy, Tragedy, and Rebirth.
Each selected film has been curated around one of the seven universal storytelling plots. Two new releases will also be screened – Magic Mike XXL and Amy, which is the first time these will have been shown in the open air, coupled with some timeless classics. Each night attendees will be treated to unique insights and on set stories by those close to the films.
The festival will be held at McCann London’s Grade II listed building in Russell Square. An unspoilt example of ‘Streamline’ or ‘Miami Art Deco’, the building was designed by Wallis, Gilbert & Partners as a multi-story garage to house exclusive chauffeur-driven Daimler cars in the 1930s. This event will be the first time the rooftop has undergone this transformation.
Picturehouse Cinemas are using their wealth of experience in hosting outdoor and rooftop events in unique settings to deliver the festival.
The festival runs from Sunday 12 July to Saturday 18 July 2015, and the schedule is as follows:
Sunday 12 July, Comedy Night - The Big Lebowski
Monday 13 July, Rebirth Night - Ex Machina
Tuesday 14 July, Rags to Riches Night - Magic Mike XXL (new release)
Wednesday 15 July, Tragedy Night - Amy (new release)
Thursday 16 July, The Quest Night - Whiplash
Friday 17 July, The Overcoming the Monster Night - Pride
Saturday 18 July, Voyage and Return Night - Back to the Future
Zaid Al-Zaidy, CEO of McCann London, said: “The Up on the Roof Film Festival is the first of its kind for our industry. The opportunity to bring our work to life through these films is a celebration of our relentless commitment to Well Told stories.”
Karen Stacey, DCM’s CEO, added: “Nobody can deny the power of storytelling and cinema is the ultimate storytelling medium. The big screen offers brands a unique channel to share their stories and we’re thrilled to be showcasing the power of the big screen with McCann London and Picturehouse Cinemas through the Up on the Roof Film Festival.”
Sara Frain, Group Marketing Director of Picturehouse, said: “At Picturehouse we pride ourselves in delivering the best possible cinema experience and central to this is telling the very best stories. We are excited to be working with McCann London and DCM to launch the Up on the Roof Film Festival to showcase that experience to our friends and partners.”
Although this is an invite-only event, certain screenings will be open to the public through Picturehouse members.
Doors open at 7.30pm each evening, screenings start at dusk