Rewired PR | Case Studies | Land Gold Women Premiere

Land Gold Women Premiere

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Rewired was brought on board by Screen WM and Advantage West Midlands to provide PR support and event management for the UK premiere of Land Gold Women, the UK’s first feature film to explore the controversial subject of ‘honour crime’.
The film was written and directed by London Film School Graduate, Avantika Hari and produced by Vivek Agrawal, both from India. It was shot entirely on location in Birmingham, receiving locations support from Screen WM and Film Birmingham. The filmmakers also worked closely with Ashram Housing Association, based in the city, which deals with over one hundred cases of forced marriage each year.
Land Gold Women garnered major press attention in both India and the UK, including the Guardian and BBC News, for its controversial subject matter.
The Land Gold Women premiere was to be held on 12 February 2009 at Cineworld, Broad Street, Birmingham.

Once on board, Rewired began consultation with the premiere project team, recognising the importance of creating a balance between the delicate nature of the film’s subject matter and producing a high profile, red carpet premiere.
The Rewired team worked closely with the premiere project team, which involved representatives from Screen WM, AWM and Ashram Housing.
Rewired handled all elements of the PR and event management, including:
Guestlist and invites
Venue dressing
Press coverage and interviews
Risk assessment, road closure and traffic management
Entertainment and hospitality
Generating in-kind support from suppliers
Rewired created a targeted guestlist that included the film’s cast and crew, Asian media, key press, celebrities and political figures.
The target press list included, national newspapers and supplements, regional newspapers, specialist titles, religious titles and broadcast (TV and radio).
A pre-screening was held at Birmingham’s Central Library Theatre to give press the chance to see the film in advance of the press reception.
A press reception was held on the afternoon of premiere day, giving national and regional press the opportunity to interview the filmmakers and cast members.
The premiere itself included a VIP reception for 270 guests, held at Cineworld, before the screening. The reception area was transformed using a green, gold and brown colour scheme to reflect the film’s brand. Entertainment, in the form of Asian guitar, sitar and tabla players,was provided by SAMPAD in the foyer and reception area. Guests were also treated to drinks on arrival and canapés supplied by Birmingham-based, Lasan Restaurant.
Following the screening, guests were taken to the post-event reception, held at Peppers Bar.

Despite a short lead time, the high level of media coverage and 270-strong attendance meant that Land Gold Women enjoyed a successful premiere screening.
The premiere was covered by BBC National News and achieved regional TV coverage, numerous radio interviews and substantial coverage from the Asian, regional and trade press.
The film received a number of high-profile endorsements including, Director of Crown Prosecution Service, Nazir Afzal, and Jacqui Smith MP.
The premiere reception was attended by a range of press including, ITV, BRMB and The Asian Today; in addition to interviews throughout the day on BBC Asian Network and BBC WM. There was also red carpet coverage by BBC National News, Midlands Today and Central Tonight. The reception was filmed by Asianlite TV.
“Tara and Ruth delivered an exceptional event in a very short space of time and with a very tight budget. They delivered a high level of media coverage and ensured that the film premiere we were supporting went with a real bang on the night. Most importantly, they were patient and professional throughout the project despite the challenges inherent in organising an event on behalf of four separate organisations.” Boris Worrall, Head of PR and Communication Accord Housing