Channel 4 today reveals a refreshed on air brand identity for Film4, the UK’s number one film channel, reflecting its dedication to the world of cinema.
The sixteen brand new idents, shot across five different locations, launch on Tuesday 2nd September. They represent a digital reinvention of the film strip and pay homage to moments of cinematic history whilst including more covert references for the more discerning film fan. You can view two of the idents here and here, with a 'Making of' video here.
The idents were conceived, designed and directed by ManvsMachine under the creative directorship of Daniel Chase, 4Creative’s Head of on-air promotions for Film4.
ManvsMachine have also produced a “making of” film providing behind the scenes insight into the creative process.
The brand refresh was overseen by Group Marketing Manager Laura Ward who said “Film4 is a trusted editor of choice to our audience. With that in mind, it was important that our new on-screen branding reflected our passion and commitment to film. Our updated look welcomes all film fans, whether spotting hidden references in the new idents, or simply enjoying having the scene set before watching a great film.”
Chris Bovill and John Allison, Heads of 4Creative said: “"They're here. 4. Film4. Show me the idents! May the rebrand be with you. You're gonna need a bigger TV. It’s been emotional. Nobody puts Film4 in the corner."
The in-camera visual device stacks living scenes to create a moving film strip effect; this meant the camera had to be passed through the ceiling and floor of the various scenes. This was achieved by digging holes in the ground at the exterior locations whilst all interior locations were built as sets and mounted on decking. The only exception was the stairway which was shot looking upwards
Film4 brings audiences “great films you know... great films you don’t” to an average monthly reach of 24 million individuals, making it the number one film channel in the UK.