Why Was the Film King's Game Screened in Parliament?

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The film 'King's Game' was screened in parliament to researchers. This unusual preview screening is part of a rather unique in-house PR campaign that Dogwoof Pictures is carrying out for their next title opening on September 23. The campaign goes beyond the cinemagoer circles, targeting the actual protagonists of the film: journalists, and politics related people, as well as the general public.

The film "King's Game" was screened in parliament to researchers on Tuesday August 30. This unusual preview screening is part of a rather unique in-house PR campaign that Dogwoof Pictures is carrying out for their next title opening on September 23. The campaign goes beyond the cinemagoer circles, targeting the actual protagonists of the film: journalists and politics related people, as well as the general public.

The campaign follows the controversial debate inspired by the film, which poses questions on journalists' professional integrity, and examines political spin from its very source. The special preview in parliament proved extremely popular, with positive feedback and some priceless initiatives by the same researchers, such as the creation of blogs on the film, and the promotion of the film at some of the fringe events at the main political parties' conferences in Blackpool and Brighton.

Anna Godas, director at Dogwoof says, “We wanted to know what the actual protagonists of the film, media/politics professionals have to say about the film, how faithful to reality the film is, and what their reaction would be to it. Their feedback and initiatives have been invaluable, and we feel now more confident than ever that we have a realistic and highly enjoyable piece of filmmaking instantly accessible for the British audience.”

These are some of quotes taken after the screening: "...it's a clever, engaging and very knowing piece of political observation whose thoughts could be applied to most modern democracies - not least the UK! Well worth a visit to the cinema… a lot deeper than the usual Hollywood treatment of politics…You come out feeling you want to make a difference…”

Following this unorthodox screening, Dogwoof Pictures have planned, among other events, an NUJ (National Union of Journalists) preview screening, and a panel of discussion at the Curzon Mayfair with high-profile panelists like Peter Preston, Martin Sixsmith, Michael Cole, Nicholas Jones, and Rod Liddle, who will discuss the title “Spin Games: is the media a pawn or a player?”

But the film's PR campaign reaches far beyond the media and politics specialists, and opens the debate to the general public. By using thought-provoking loglines on publicity material -like “should journalists fight for justice?” or “who do you believe?”-, offering free pre-view screenings and promotions, and a viral campaign spreading the thought-provoking website http://www.truthorspin.com, Dogwoof Pictures invite the lay person to have their say, and to question both the media and political scenes.

Godas continues “'King's Game' carries a debate that couldn't be more contemporary and familiar to the general audience today. The UK public has never been so aware of the world's political scene, the power of the media, and the growing controversy of recent events that make us all wonder “what is really going on? We see it everyday on TV, and we are more informed and more opinionated than ever before.

We are thrilled to release a film that beyond entertaining and selling DVDs, will offer the public a framework to question things and develop a very current debate, which is what cinema was about in the first place.”

"King's Game," http://www.kingsgame.co.uk, opening in the UK on September the 23, is a journo/political thriller that tells the story of a young journalist who lands the job of his life to end up uncovering a sinister plot where both the politicians and the media are involved. He soon realizes that neither the politicians nor his colleagues will listen to him, and faces the dilemma that many journalists face: should journalists really fight for justice?

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Anna Godas
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