Driving anticipation and awareness for the UK theatrical release of Rye Lane. Our brief from Searchlight Pictures UK was to make RYE LANE the champion must see movie for young British adults nationwide. The aim was to make a London centric movie relatable and relevant regionally. Our solution was collaborate with MASSIVE to amplify Rye Lane to young audiences across the UK, generating awareness for the film ahead of release and driving audiences to four special preview screenings in London, Manchester, Birmingham and Liverpool. The bespoke campaign drove conversation online and gave young people the opportunity to engage with and watch the film early in its lifespan. The goal was to generate word of mouth & ticket sales ahead of the film’s UK release.