Northern Soul: the film

Sundae led the press and publicity for Northern Soul, the debut feature film by Elaine Constantine distributed theatrically by Munro Films and on DVD, Blu-ray and digital download by Universal Pictures.

We kicked off the campaign by creating partnerships with key national publications, an exclusive first look on The Telegraph online featured the first images from the film and The Guardian Film hosted the trailer break. This sparked a huge social media buzz supported by high profile names including Gilles Peterson.

Excitement accelerated around the launch of the film, where the highly anticipated release enjoyed an extended reach to 160 cinemas nationwide – originally intended to show in just several – and was in the top 10 in the week of release.

Sundae helped produce the red carpet premiere at The Curzon in Soho, which was attended by stars from the film including Steve Coogan, John Thomson and Lisa Stansfield and arranged the show-stopping after party at Soho’s Madame JoJo’s, inviting dancers from the film to DJ and perform, creating a fitting energy to celebrate the film’s release. Sundae also produced branded merchandise including bespoke Northern Soul branded talcum powder, and bespoke Northern Soul premiere posters, digital screens and beer mats to maximise the social impact of the event.

Coverage spanned a huge range of media, with key influencers including C4 economics editor Paul Mason, whose blog subsequently led to a page and half in The Observer, which in turn sparked a Northern Soul frenzy in the press. Highlights included interviews broadcast on BBC Breakfast and Sky News with Elaine Constantine, who was a huge draw as the driving force behind the film, an hour long Giles Peterson Northern Soul special, and features in Grazia, Guardian, The IndependentMetroVogueAnother MagVice and Louder Than War.

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Northern Soul: the film reached the Top 10 in the week of its theatrical release and No. 1 in the DVD charts