Escapes 2025
.A full-service national cinema initiative designed, built and delivered by Elevenfiftyfive to reconnect audiences with the big screen.
WHY
In a time of shifting audience behaviours and declining footfall, the BFI and National Lottery set out to reimagine cinema attendance for a new era. They aimed to reconnect the public with the joy of the big screen and rebuild a shared cultural habit, particularly among people who felt cinema was no longer or had never been for them. The challenge was to break through mainstream noise, offer an alternative to Hollywood blockbusters, and build inclusive, sustainable routes back into cinema for audiences across the UK and Ireland.
We pitched, built, and delivered Escapes, a nationwide, free monthly cinema experience funded by the BFI (British Film Institute) awarding National Lottery funding. As the UK’s largest-ever screening programme, Escapes represents one of the most ambitious audience development initiatives in recent cinema history. At Elevenfiftyfive we lead the project from end to end, from strategic concept, to branding and full delivery.
our response
At Elevenfiftyfive we delivered Escapes as a fully integrated campaign spanning brand development, strategy, media, partnerships, and technology.
We created the Escapes name and visual identity to connect with audiences seeking escapism, cultural relevance, and a more inclusive cinema experience. Developed with Nomad Design Studio and tested with over 300 respondents aged 25 to 44, the brand received a 97 percent positive response, with 84 percent expressing interest in finding out more.
The media strategy combines national reach with precision hyperlocal targeting, powered by Cinematik’s ad technology. Paid media is delivered across a growing network of more than 160 cinemas throughout the UK and Ireland, tailored to promote free ticket access and engage under-represented audiences. Campaigns are continuously optimised through dynamic spend allocation and streamlined creative, ensuring strong conversion and performance. This is supported by organic social media, local partnerships, and targeted outreach. A notable collaboration with Greenpeace included a co-branded cinema pre-show campaign shown in 44 UK venues.
Ticketing and data capture are embedded at every stage of the user journey. Audiences redeem tickets through a custom-built system that gathers valuable data for analysis and insight. The platform also automates scheduling and promotional workflows across venues, driving operational efficiency and marketing effectiveness.
Escapes demonstrates how a clear, insight-led approach can spark wide cultural engagement. It is not just a free screening programme; it is a reimagining of cinema access, proving that meaningful cultural moments can be built at scale, sustainably, and inclusively. The programme is a model for how national cultural institutions can meaningfully reconnect with audiences.
With support from the BFI and National Lottery, Escapes will continue through 2026. As we move forward, the programme will expand to include more titles, deeper regional strategies, and new opportunities for community engagement and partnership. This is an evolving campaign designed to last and to grow.
RESULTS SO FAR
108,063 tickets booked between February 2024 and March 2025
Over 30,000 tickets already booked for the first three titles of 2025
31,618 new customer emails captured for cinema partners
66.26 million media impressions generated
26.36 million total social reach
Six films shown in 2024, including Lollipop, The Surfer, Mr Burton, The Penguin Lessons, The Sloth Lane, and a re-release of Point Break
Partnership with Greenpeace saw the short film Don’t Stop featured in 44 cinemas nationwide, supported by grassroots outreach across volunteer networks.
“We receive around 60 new sign ups to our mailing list after each Escapes screening. Our weekly newsletter is our biggest marketing tool, so to be able to get access to this data is really useful to us. ”
“The Escapes platform has been fantastic in bringing in audiences from a range of backgrounds to our Cinema who haven’t been since No Time To Die, or haven’t been since before the pandemic times. We can say Escapes has established a new audience with us.”
ARE YOU A BRAND, RIGHTS HOLDER, OR FUNDER?
Escapes is proof of what happens when strategy meets execution at scale. If you’re looking to engage new audiences, activate your IP, or deliver cultural value in partnership—get in touch.