Vue Invites Audiences to ‘Feel It Forever’ in Spot Directed by Taika Waititi

Vue has launched "Feel It Forever," a cinematic brand film created by Hijinks and directed by Academy Award-winner Taika Waititi.

Marked by a two-minute film, the campaign establishes the big screen as a place where stories never really end.

Produced by Hungryman, it's designed as a sweeping love letter to cinema and will run across various platforms in Europe.

At its core, the campaign pushes the idea that every film leaves a trace.

Characters from romcoms, sci-fi epics, noir dramas, and fantasy worlds physically follow cinemagoers through their everyday lives, visualizing how emotional moments linger.

Styled across genres, Vue treated each of these worlds distinctly.

This includes VHS-textured 80s aesthetics, sepia-toned Western frames, and soft-lit fantasy sequences.

"This is an epic love letter to cinema that reminds us why we go, and keeps us coming back," said Waititi, who shot the film across New Zealand and London with production company Hungryman.

Meanwhile, Vue CEO Tim Richards CBE sees the campaign as a statement about the power of shared viewing.

"When you experience great movies on the big screen, you feel it forever," he explained. 

The campaign marks Vue’s first major brand push since 2020 and the first created with Hijinks.

The agency was appointed by the brand in 2024 after previously shaping Vue’s "EPIC by Vue" brand identity.

Characters That Never Fade Away

The film follows a young couple through a city.

Their romance unfolds alongside the unseen presence of cinematic characters trailing behind them.

As they enter a Vue cinema for a first date, their emotional journey grows.

New characters join their entourage of film memories as they step back into the world outside.

"See it on the big screen. Feel it forever," the screen writes, as the spot ends.

The hero film is cascaded into shorter social edits, behind-the-scenes content, and out-of-home placements.

It's also cascaded as in-cinema assets across markets, including the UK, Ireland, Germany, Italy, and Poland.

Taken together, the rollout reflects Vue’s goal of establishing cinema as an immersive experience instead of just a place to watch films.

Vue’s Cinema-Led Storytelling

Vue’s campaign shows how branding led by entertainment can reangle the way a category is perceived outside of its functional messaging:

• Cinema marketing becomes more powerful when it visualizes emotional memory rather than simply promoting screenings or schedules.
• Cross-genre creative execution helps brands reflect audience diversity while establishing the breadth of cinematic experiences offered.
• High-production storytelling across multiple channels strengthens recall when film, social, and in-cinema assets work as one ecosystem.

The real challenge ahead is whether this take on cinema houses can consistently drive attendance at a time when streaming dominates the viewing experience. 

Our Take: Do We Still Believe in Movie Magic?

There’s something magical about how Vue's ad makes memory feel physical, like you can’t quite outrun what you’ve watched.

For a lot of people, every cinema visit quietly stacks onto the last, even when you think you’ve forgotten it.

This point makes it clear that Vue is selling the idea that stories accumulate in us, whether we notice or not.

This then becomes a powerful pitch in a time when attention is fragmented and disposable.

But perhaps the most clever part about the campaign is how Vue is choosing to show what cinema already did to you.

And does so by building a downtown parade of movie characters.

In other news, Crunchryoll recently unveiled its month-long "Ani-May" efforts this year as a multi-platform event. 

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