Embrace

Demand.Film

Services included:

• Full publicity campaign management
• Press office
• Management of the UK premiere at the Odeon Covent Garden

The brief:

Multitude Media was hired by Demand.Film to handle the publicity for the UK and Irish theatrical premiere and release of Embrace, Taryn Brumfitt’s powerful documentary which tells the story of how she found herself at the centre of media storm after posting a candid ‘before and after’ photo online that ignited a worldwide frenzy and saw the image viewed over 100 million times.

Demand.Film partnered with Odeon for the UK and Irish release of Embrace with their model that screenings are by demand of the public. As a result of the publicity campaign, Embrace initially screened in over 100 cinemas across the UK with screenings still being confirmed to date. 

The results:

We were able to secure Embrace widespread print, broadcast and online coverage, putting the release and its themes on the national agenda.

From a first-run profile in The Observer to spreads in the Daily Record, Woman’s Own and The Sunday Independent (Ireland), talent interviews on BBC Breakfast, Sky News and BBC Radio Scotland, to the film featuring on BBC Radio 5Live Kermode and Mayo’s Film Review, Embrace secured cross-spectrum coverage to fuel sell-out screenings in over 100 cinemas across the UK upon release.