The British Film Institute and Advertising Effectiveness

Alec Worster

1979-80 membership recruitment campaign for the British Film Institute, featuring the benefits of the newly opened National Film Theatre.
Agency: Ogilvy Benson & MatherAuthor: Alec Worster

The British Film Institute and Advertising Effectiveness

MARKET BACKGROUND

The British Film Institute was founded in 1933 and is funded by the Department of Education and Science. Its purpose is 'to encourage the development of the art of the film, to promote its use as a record of contemporary life and manners and to foster public appreciation of it from these points of view' (BFI Charter). In this connection, the BFI opened the National Film Theatre in 1952, and expanded to two cinemas on the south bank of the Thames...

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