Vue Calls on Taika Waititi to Lure Audiences Back to Movie Theaters

Why It Matters

By pairing a high‑profile director with a cinematic narrative, Vue aims to counteract streaming‑driven attendance drops and re‑establish the theater as a must‑visit entertainment venue.

Key Takeaways

• Vue's "Feel It Forever" ad directed by Taika Waititi
• Campaign rolls out across eight European markets starting May 1
• European cinema admissions fell 5.3% to 864 million in 2025
• First Vue brand campaign since 2020 aims to boost ticket sales

Pulse Analysis

The European exhibition landscape has been under pressure since the pandemic, with UNIC reporting a 5.3 % drop in admissions to roughly 864 million in 2025. Rising subscription services, higher ticket prices and an uneven slate of releases have left many screens half‑empty. Vue, the continent’s largest multiplex operator, responded by launching “Feel It Forever,” a two‑minute cinematic spot designed to remind viewers of the emotional resonance only a big‑screen experience can deliver. The ad debuted on May 1 in the U.K. and Ireland before expanding to six additional markets.

Vue enlisted Academy Award‑winning director Taika Waititi, whose irreverent style and global name‑recognition add cultural cachet to the campaign. Produced with Hijinks and Hungryman, the spot weaves genre‑specific characters—from an 80s VHS‑styled figure to a dusty Western rider—into a narrative that follows two strangers to a Vue theatre. By leveraging Waititi’s storytelling flair, Vue aims to create a shareable moment that cuts through the noise of digital advertising, while reinforcing the theater as a destination rather than a commodity.

If successful, the campaign could help reverse the modest ticket‑sale erosion Vue has seen since its last brand push in 2020 with John Boyega. Industry analysts expect that emotionally resonant, high‑profile content can lift footfall by up to 3‑5 % in the short term, especially when paired with coordinated social and connected‑TV amplification. For cinema chains across Europe, Vue’s approach may serve as a template for leveraging celebrity‑driven storytelling to re‑engage audiences and protect the long‑term viability of the exhibition model.