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Creative in association withLittle Black Book
Young Cinema-Goer Picks Up the Tab for Mum in National Cinema Weekend Campaign
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01/09/2026
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Unbound’s ‘Who Will You Take?’ campaign for Cinema First celebrates the people we share the big screen with ahead of £4 tickets across the UK
Cinema First, the cross-industry body dedicated to promoting cinema-going in the UK, has launched a new UK-wide integrated campaign for National Cinema Weekend, created by independent creative agency Unbound. The campaign fronts the event, running 5 – 6 September, when tickets will be just £4 at cinemas across the country, including at all major multiplex chains and a host of independent venues nationwide.
Titled “Who Will You Take?”, the campaign is built around a simple question: who will you take to the cinema on National Cinema Weekend?
At the heart of the campaign is a hero film directed by Henry Mason at Darling Films, shot on location in Chiswick, London.
The film follows a young boy and his mum as they navigate everyday life together. Mum is there for every moment, big and small – picking up his coat, wiping jam from his face, turning off the light as he drifts off to sleep.
Finally, they find themselves at the cinema and she’s ready, as ever, to pay for the tickets, until her young son steps in and announces that “he’s got it”, much to her surprise.
The film is supported by an out-of-home campaign capturing the emotions around a nation coming together to celebrate the cinema experience. The OOH executions feature a cast of unexpected cinema-goers – builders straight from a site, groups of friends, a father and daughter, an elderly person and his carer – all answering the same question in their own way.
Social has been created in collaboration with Substance, and includes on-the-street interviews with members of the public, asking them who they would take to the cinema, alongside the hero film running across social channels.
Media strategy, planning and buying is being handled by Medialab following their recent appointment with Cinema First and digital handled by KNDRD.
Elspeth Lynn, chief creative officer and founder at Unbound, said: “Cinema is one of the few things that’s genuinely better when shared. ‘Who Will You Take?’ isn’t just about the £4 ticket price, though that’s a brilliant reason on its own – it’s about the person you’d choose to share that moment with. Henry’s film captures that so simply, through a mum and her son, and the OOH shows it playing out in all sorts of unexpected ways, right across the country. We wanted the whole campaign to feel as warm and universal as the experience of cinema itself.”
Sharon Reid, director of marketing and partnerships at Cinema First, said: “National Cinema Weekend is about reminding people just how much joy there is in going back to the big screen, and sharing that experience with the people who matter to you. Unbound has brought that idea to life beautifully. National Cinema Weekend’s £4 ticket offer means there’s really no excuse not to go – so the only question left is “who will you take”?”
National Cinema Weekend runs 5th-6th September, with £4 tickets available at over 530 participating cinemas across the UK, including all major multiplex chains and a host of independent venues nationwide.
Creative in association withLittle Black Book
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