MASSIVE: The Best British Film of the 21st Century
With the Big Screen Awards coming up on the horizon we wanted to look back on the campaign that’s got us nominated for PR Campaign of the Year…
MASSIVE exists to celebrate and raise the profile of British film with audiences across the UK. Last February saw us initiate a publicity campaign delivering 6.7m impressions, all celebrating the best British film of this century, and showcasing the broad catalogue that British film has to offer.
The Poll
In February 2022, MASSIVE Cinema ran a poll of film critics to discover the best British film of the 21st century.
A total of 60 critics, made up of reviewers from national newspapers, leading film magazines and freelance critics, voted for 179 British films by submitting individual Top 10s over the following six weeks.
Jonathan Glazer’s 2013 film Under The Skin came out on top, with almost twice as many ‘points’ as the second film, Lynne Ramsay’s Morvern Callar.
The top 10 also including the likes of Paddington 2, Shane Meadows This Is England, Children of Men and Francis Lee’s God’s Own Country.
The Results
In April, the results of the poll were published on massive-cinema.com and shared through the MASSIVE social media channels.
The results received a huge response online, with many celebrating and congratulating Under The Skin, while others demanded justice for Paddington 2.
The two days following launch saw 14k visits to massive-cinema.com, our biggest ever daily totals.
The tweet announcing the poll results has received 6.7M impressions, and 69k engagements.
The story was covered by The Independent, NME, Yahoo Movies, LadBible and Virgin Radio, amongst others.
