CASE STUDY: PINK FLAMINGOS

CRITERION COLLECTION: PINK FLAMINGOS

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John Water’s infamous film Pink Flamingos celebrated its 50th anniversary in 2022.  To mark the occasion the iconic film was released on Criterion Collection Blu-ray.  

 

To promote the release and to bring awareness of the Criterion brand to general film fans, we collaborated with film and style magazine LITTLE WHITE LIES to dedicate the WHOLE of its July issue to Pink Flamingos! The issue featured article upon article about the film, including an interview with Waters and a cover inspired by 70s gig posters and zine culture, created by screen-print artist Rosie Lea Brind.  Waters is a Criterion veteran, so we promoted his previous Criterion titles in an ad especially designed for the magazine.

 

We also partnered with PICTUREHOUSE CINEMAS to run a 50th Anniversary celebratory screening of the film – and it was a sell-out event!  Audiences enjoyed an exclusive introduction recorded by Waters and each guest was presented with a Pink Flamingos souvenir 'Barf Bag' just like the first-time round in 1972!  The editor of LITTLE WHITE LIES presented the screening, there were fun 'Divine' standees to take selfies with and the full John Waters Criterion Collection was available to buy.

 

The fantastic coverage for the event scored a massive presence on social, and an impressive press office resulted in over 30 pieces including interviews with Waters in THE INDEPENDENT and EMPIRE.