OPEN CINEMA is a national network of film clubs that provides weekly screenings of contemporary films and filmmaking workshops to homeless and vulnerable people. The organization believes that access to culture can benefit those excluded from society as much as access to food and information. In 2011, OPEN CINEMA hosted over 100 guests including famous film directors, cinematographers, and media experts to introduce films. The organization is now evaluating a pilot program offering its community cinema and filmmaking services to care homes, charities, homeless shelters and other social services across England. It needs help developing a marketing strategy to effectively promote its services to the 21,000 potential client organizations and engage them through social media and clear communications about the benefits of

1. OPEN CINEMA BRIEF
Background
OPEN CINEMA is a national network of film clubs programmed by and for
homeless and vulnerable people. Each week participants watch the best in
contemporary cinema and work with professional filmmakers to create films of
their own.
The Open Cinema philosophy is that people excluded from society need the
benefits of culture as much as information and food. Open Cinema takes film to
people at the margins, and brings them and their aspirations to the centre of
cultural life.
Films are regularly introduced by filmmakers and other experts. In 2011, members
welcomed over 100 guests, including directors Stephen Frears (The Queen), Chris
Morris (Four Lions), Asif Kapadia (Senna) and Sir Alan Parker [Bugsy
Malone], cinematographer John Mathieson [Gladiator], and experts from film and
television, universities and dynamic companies in a range of fields.
http://www.opencinema.net/
The Challenge
OPEN CINEMA has recently concluded and is evaluating a pilot network of venues
in four regions of England. Since October 2010 they have commenced offering the
service to support agencies in the homelessness sector and other social sectors.
Open Cinema has two main products/services that it provides to customers that
include care homes, charities, support associations and homeless support services.

2. 1. Community cinema: a service which helps any organisation create its own
community cinema – including equipment, curated seasonal film
subscriptions, communications material, licenses and even special guests
2. Film making clubs: A range of film making packages to help give a
community group hands on experience of making film.
Open Cinema need marketing help. They have an amazing range of products and
services which are helping transform people across the country but their marketing
approach to date has been very organic. They need the genius of Fallon to help
them grow and accelerate the spread of Open Cinema.
Specific tasks
Develop a marketing strategy and tactics to get Open Cinema on the agenda of
homeless services across the UK
Find ways for Open Cinema to creatively and effectively start to engage the 21,000
care homes, charities, support associations and homeless support services across
the country
Explore how can they use the social web to start dialogue with these organisations
Consider creating web content to communicate clearly the benefits of Open
Cinema and the Film club services
While the website itself cannot be redeveloped what clever hacks could be
developed to make their product offering clearer and easier to find for a first time
visitor to their website.
What we have to work with
Identity assets, several short films and interviews, marketing brochure, lists of
homeless service providers – Christophe and his team