On International Women’s Day, Jaguar UK is proud to announce that it is partnering with the British Film Institute (BFI) and Everyman Cinemas from April. As partners of both the BFI’s ‘Woman With A Movie Camera’ programme, and with innovative cinema specialist Everyman Cinema, Jaguar is supporting female talent both on and behind the camera – a move that represents Jaguar’s commitments to inclusivity and the arts.
Following the launch of its partnership with Sky Documentaries in May 2020, Jaguar continues its support of creative industries though collaborative projects that reflect its passion for storytelling. Jaguar’s partnerships with the BFI, Everyman Cinemas and Sky Documentaries have been strategically developed to broaden the appeal of the iconic British car brand.
The BFI’s Woman With A Movie Camera programme focuses on heroing women filmmakers, ensuring their work is seen on big and small screens. With screenings at BFI Southbank (the UK’s national cinematheque) and, with virtual screenings playing an essential role in nurturing the arts during lockdown, online via the BFI’s streaming platform BFI Player –. Screenings are followed by Q&A sessions with the key women involved in the making of the film to get first-hand insight into the film-making process and the life as a woman in the film industry today.
Through an integrated partnership approach, Jaguar will present a selection of Women With A Movie Camera screenings at Everyman Cinemas venues nationwide, bringing independent filmmaking to a broader audience in 2021.
Anthony Bradbury, Marketing Director, Jaguar Land Rover UK, said: “As a brand, Jaguar exists to help make life extraordinary; the role of film and cultural experiences that the arts provide, do just that.
“Our partnerships with BFI and Everyman Cinema help to celebrate the remarkable women in film, ensuring their work is showcased to as many people as possible.”
The partnership was brokered by The Story Lab, Dentsu X and Pearl & Dean.
Heather Stewart, Creative Director BFI said: ‘The BFI has championed women filmmakers for nearly a century and Woman with a Movie Camera, which we launched in 2015, has galvanised women to both confront the challenges and barriers they face as filmmakers and spotlights overlooked directors of the past. It’s a real sign of positive change to have the support of the iconic brand Jaguar, and we look forward to them joining us in welcoming audiences to BFI Player and back to BFI Southbank to celebrate female filmmaking talent from around the world.’
Emma Locket, Agency Managing Partner at The Story Lab said: “We are beyond thrilled to unite Jaguar with the BFI and Everyman Cinema, two powerful platforms delivering diverse stories. This next phase of our long-standing partnership, compliments our existing Sky Documentaries relationship, cementing Jaguar’s support of the British film industry and further reinforcing their role in providing a platform to celebrate inclusivity on every stage.”
Kathryn Jacob, CEO at Pearl & Dean said: “After such a challenging year for the film industry, it is genuinely delighting to see screen partnerships with a heritage brand as glamorous as Jaguar. The wonderful teams at Everyman and the BFI are a match made in heaven – British icons coming together in a celebration of women, what more could you want!”