Deconstructing The Movies

The Sundance Channel next month launches a print campaign that belies conventional Hollywood wisdom to promote its focus on independent films rather than blockbusters.
Independent films are “about ignoring rules, being unconventional, and making good films for passion, not profit,” said Michelle Novella, copywriter on the campaign from Holland Advertising, New York. “This new campaign embodies the indie spirit by deconstructing and subverting your assumptions about movies.”
One ad (shown here) uses a scene from the movie Bound and the copy, “Who says the knight in shining armor won’t be wearing a bra?” over the image of Gina Gershon. The ad breaks in Out, The Advocate and the New Festival Program Guide. The other ad shows a woman aiming a camera as if it were a gun. Copy reads: “Occasionally, major motion picture refers to the scope of the idea, not the size of the budget.” That ad will run in independent film publications and The New York Times. –Sloane Lucas