A mind-bending film experiment.

The Hypnotic Cinema


Alarming news reports, stress, conflicts and other distractions affect our ability to relax and focus. Quality film deserves better. So how can Göteborg Film Festival help people disconnect from all the disorder in everyday life for a while, and get a truly immersive film experience?

The Hypnotic Cinema — Case Study

Mass hypnosis to be mentally calibrated before the film.

We created The Hypnotic Cinema. A cinema with three exclusive screenings at the Stora Teatern in Gothenburg, Sweden. There, the audience had the chance to participate in a mass hypnosis to be mentally calibrated. Before the film, a hypnotist appeared on stage to put the audience in a state of mind specially adapted for the film they were going to see.

The Hypnotic Cinema — Promo film

“It’s a killer marketing stunt.”

— The Telegraph


3 of 3 hypnotic screenings sold out. 75% of the audience experienced that the hypnosis improved their ability to focus. 108% above the festival visits target. More than 650 press articles in 42 countries. 1,7 billion estimated media impressions.