IFC Theatre

After I showed a younger colleague a film I had spent a good amount of time, energy, and money making, I was thrilled when she approached me and exclaimed, “I loved it!” Then she added, “I watched it on my phone on the subway after work. It was lit.”

Places that preserve the moviegoing experience, like IFC, are only becoming more precious... and more of a luxury.

The trick with this campaign was finding films IFC would actually play -- not big blockbusters, but classic, niche, or avant-garde movies with lines that are still recognizable to the general public. Fortunately, iconic moments from The Wizard of Oz, There Will Be Blood, and Soylent Green have endured.

Movies like this reinforce the idea that big emotions deserve the big screen.