Northern Soul is the debut feature film by award winning fashion photographer Elaine Constantine. 17 years in the making, the film is a vibrant and authentic portrayal of adolescent escapism and self-discovery, set against the high octane Northern Soul scene of mid-seventies Lancashire.
Elaine Contstantine’s film is a true love letter to the Northern Soul scene and needed a campaign that allowed its heart and soul to shine through. Working alongside the passionate Northern Soul community that worked so hard to get the film made was a foremost priority, and it was inspiring to be part of a movement that saw groups from all over the UK pull together, petitioning their local cinemas to screen the film, ultimately helping to ensure that it reached No 10 in the UK box office, and Number 1 on Amazon in week of release.
Sundae worked on all aspects of the release, which included a Northern cast and crew preview screening in Blackburn, and a London red carpet premiere at the Curzon Soho, which culminated with an experiential Northern Soul after party at Madame Jojo’s in Soho, where the dance floor was filled with cast dancing in full costume as the guests arrived fresh from the film.
Months of hard work, tracking down journalists from all sectors who were true Northern Soulers, paid off dividends, and with a kick start from a post-Premiere landmark column from Paul Mason in the Observer, the campaign took on a life of its own. Outside of the widespread publicity gained in the national film press, including a trailer break on the Guardian, and this brilliant piece on the Metro, high profile fashion and music titles also championed the film, with features in Vogue, i-D, SHOWstudio, Grazia, NME, MOJO and Q Magazine among many.
The film features cameos from Steve Coogan, Lisa Stansfield, Ricky Tomlinson and John Thomson, all of whom supported the campaign wholeheartedly, alongside its breakthrough talented leads Elliot James Langridge and Josh Whitehouse and of course its writer and director, acclaimed fashion photographer Elaine Constantine. Their combined support ensured 40 broadcast interviews, with highlights including BBC Breakfast, Good Morning Britain, Sky News, BBC Radio 4 Women’s Hour, ITV News and a one hour feature on Giles Peterson’s BBC 6 Music Show.
(Image credits: Northern Soul / Universal Pictures, event shots Alice Stein)
The campaign, including the film’s red carpet premiere, after party and numerous press and screening events, was a perfect mix of entertainment, creativity and professionalism.
Producer, Northern Soul