The ingenious idea of "taking web films to big screen" was conceived when Dagan Cohen, head of the creative department at DraftFCB, met Barbara Wijn, managing director of De Uitkijk in Amsterdam. She told Dagan she had a very difficult time keeping the cinema afloat because of the cinema's practically invisible location and being in the heart of Amsterdam, it was hard for her to compete with all those huge comfy cinemas that have popped up all over town...and although De Uitkijk focuses on art-house movies, thus attracting a very specific crowd, people are spoiled nowadays and don't like cramped cinemas with crappy chairs anymore.The solution to the problem is a unique form and mixing of content that has created a whole new reason to visit De Uitkijk. The (online) members of Upload Cinema are asked to submit online videos, based on a monthly theme, that are freely accessible on the internet.
The editorial staff then select the best films. The result is an art-house-worthy compilation of extremely diverse stuff that is only matched by the theme, shown on the first Monday of every month. In June, for example, the theme was "messing with the brand." It brought together the best unauthorized, banned and spoofed advertising on the web. The concept is so successful that art house cinema's all over the world have requested to adopt the format! The reason why Upload Cinema is truly creative is that it merges two domains that usually lie miles apart from each other. Upload Cinema has been completely innovative by bringing the two together producing an entirely new form of quality content that is happening to work for anyone who accidentally stumbles upon it. Very cool...I would totally attend one of these movie experiences!
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