Reclaim the Frame

4 FILMS. 5 CITIES. 6 MONTHS.

Birds Eye View (BEV) launches a pilot programme designed to grow audiences for films created by women. The project seeks to empower audiences to make a positive intervention in the distribution and exhibition space. Supported by BFI Audience Fund, the “Reclaim The Frame” Influencer Project (which will run from April to September 2018) will spotlight 4 films in 5 cities over 6 months. The project aims to develop a growing network of audience “influencers” who are dedicated to broadening the frame through which we engage with film.

The Reclaim The Frame project will:

  • Champion 4 films in 5 cities over 6 months
  • Empower a grass-roots network of “Influencers” in 5 UK cities: London, Manchester, Newcastle, Plymouth and Birmingham
  • Appoint “Super Influencers” in each city to develop and nurture networks on the ground
  • Target 18-30 year old and BAME audiences and encourage them to become active members of the project
  • Raise awareness of gender inequality in film and wider society by aligning activism with conscious consumerism in the cinema
  • Reward influencers with free tickets, DVDs / VOD views and subscriptions
  • Build on BEV’s 15-year experience spotlighting films by women
  • Offer a curated slate of films from the UK and the World (fiction and documentary) that celebrates and challenges perceptions of the female gaze on screen
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WHY NOW?

With gender inequality in film and across wider society dominating the headlines, we are proud to a programme that makes a positive intervention in the cinema by enabling audiences to make a change to our film culture and support narratives told from the female gaze.

Men account for 92% of directors and 90% of screenwriters of the Top 200 Films at the UK box office in 2016. We are almost always being made to watch a one-sided view of the world.
— Birds Eye View

 

Men account for 92% of directors and 90% of screenwriters of the Top 200 Films at the UK box office in 2016.  We are almost always being made to watch a one-sided view of the world. It’s time to start asking: what are the stories we are missing out on? The gender imbalance throughout the film industry also helps explain why women are very often objectified, stereotyped or secondary when we see them on the screen. Film is a powerful medium but is not reflecting the world that we inhabit … and we want to change that.

It’s time to start asking: what are the stories we are missing out on?
— Birds Eye View

ABOUT BIRDS EYE VIEW

Birds Eye View (BEV) is a year-round agency that campaigns for gender equality in film celebrating its fifteenth anniversary: we spotlight, celebrate and advocate films created by women, and support women working in film. We see ourselves as inclusive - not just for women, but for everyone. Director of Birds Eye View, Mia Bays said: “The up-swell of energy, anger and passion-for-change following the revelations of widespread sexual harassment and misconduct in Hollywood and beyond has strengthened our resolve to tackle gender inequality and the power imbalance in film. The time for change is now, and we see this unique programme as fitting squarely into this aspiration.” We define films by women as directed or written (screenplay, sourcebook or autobiography) by a woman.

BEV have supported over 30 films in the last two years with promotions and events, such as Suffragette (2015), Toni Erdmann (2016) and Step (2017). We host these events with leading filmmakers, cultural influencers and social justice campaigners, such as director Gurinder Chadha OBE, publisher Sharmaine Lovegrove and critic Anna Smith. Our format subverts the traditional Q&A panel by asking speakers to pose questions to the audience and encourage discussion.

Our events nearly always sell-out, generate word-of-mouth buzz and raise the profile of the films we support. We attract a predominantly young and diverse female audience: this is reflected in our 27k+ social media following which is 50% under the age of 34 and 70% female. We also support films by posting reviews and interviews, and hosting discussion on our platforms. 

 

Laura