Ai Weiwei: Yours Truly at Raindance Film Festival 2019

Our client

Established in 2003 by curator Cheryl Haines, the FOR-SITE Foundation is a non-profit organisation dedicated to the creation, understanding, and presentation of art about place. Recent projects encompass commissions, artist residencies, and educational programs, and include the acclaimed exhibition @Large: Ai Weiwei on Alcatraz (2014). The founder and art director of the For-Site Foundation, Cheryl Haines’ directorial debut Ai Weiwei: Yours Truly, goes behind the scenes of @Large: Ai Weiwei on Alcatraz and unveils the extraordinary biographical details of Ai Weiwei’s life and how this impacted his work.

What they wanted us to do

The For-Site Foundation hired Midas PR to provide media and public relations services for Ai Weiwei: Yours Truly directed by Cheryl Haines of FOR-SITE Foundation and produced by Christy McGill, which had its premiere at Raindance Film Festival 2019. Objectives included, launching the UK premiere of the film at Raindance Film Festival, securing attendance of the film premiere from key film and arts media and individuals from arts organisations, raising the profile of Cheryl Haines as a director, and generating politically engaged discussion around Ai Weiwei’s art and international human rights.

How we did it

Midas created a methodical, time sensitive PR strategy which targeted film and visual arts media, and approached UK festivals to secure screenings. Midas worked closely with the FOR-SITE team, placing director Cheryl Haines for interview and pitching reviews in national press, film, arts and lifestyle media. Midas ensured that communications with the press reflected the core messaging as agreed by the FOR-SITE foundation.

What we achieved for them

Midas secured a 4 star review of the film in the Guardian written by Peter Bradshaw. Midas also achieved 10 pieces of digital coverage in the arts & lifestyle and film media. Highlights included an interview with Cheryl Haines in DAZED, news stories in The Art Newspaper, Art Daily and Art Net, and a 4 star review in Film News. Midas secured attendance from high profile arts institutions including Tate Modern, Stuart Hall Foundation and Marguerite. Midas also build strong relationships with the press in anticipation for the theatrical release of the film with outlets such as Total Film, Time Out and Time strongly considering reviewing the film once it has a distribution date, as well as national newspapers including the Telegraph and the Daily Mail.

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