FRIDAY 8 FEB 2013 2:21 PM

BRITISH FILM INDUSTRY HAS A NEW PLAYER IN THE RING

The BFI is already a nationally and internationally known brand. Its contributions to the British film industry can be seen at any local Odeon or Vue. This week, the BFI and its partners has launched a B2B brand designed to promote the reputation of British film around the world.

We Are UK Film was established by nine film and creative institutions in the United Kingdom and is intended to work with other British trade organisations like the UKTI to expand its remit.

The branding, designed by All City, employs a graphic representation of the map of the United Kingdom while retaining an aura of the abstract.

The United Kingdom, while boasting a well-established and longstanding film industry, still lags behind Hollywood as a premier destination for filmmaking. Films themselves can generate tourism and interest in a country. However, generating a film industry’s reputation relies on both quality of film and access to the international trade festivals and events that dictate the worldwide film industry. By employing a B2B function, the BFI can help promote Britain’s presence at such events.

BFI’s head of international, Isabel Davis, will oversee We Are UK Film. She says, “We recognised that partnership and working together are essential ingredients for the future success of the UK film industry and We Are UK Film encapsulates this fresh strategic approach. I’m confident that this exciting new brand will raise the international profile of UK film’s Gold Standard and ensure it continues to punch above its weight on the global stage.”

The initial launch of We Are UK Film includes a raft of festival and film market appearances and screenings, including the renowned Cannes Film Festival in May.

To read more about the British film industry, click here.