Article: UKCACON21: Massive champions cinema to young people all over the UK

At the UK Cinema Associations’ 2021 conference, ‘The Big Screen Experience: The Next Chapter’, David Kapur, co-founder of elevenfiftyfive and ourscreen, outlined how MASSIVE events have helped younger audience members connect with cinema.

MASSIVE is where youth culture and cinema collide. Supported by the BFI and National Lottery, and now in its third year, MASSIVE Is a pioneering initiative that drives 16-24 year olds into UK cinemas through partnerships, screenings, social media and more.

At UKCACON21, David Kapur outlined the results of the latest MASSIVE pulse survey, including insights on Gen Z and their relationship with cinema and film, especially post-pandemic. One of the key insights outlined, which you can read below, is how partnerships, local PR and influencer collaborations have been key to youth outreach.

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