• Ben Johnson

Gruvi Supports Alamo On Demand Celebration of Danish Film

Updated: Jan 20

Gruvi is teaming up with the US’ leading independent cinema chain Alamo Drafthouse to promote the ongoing partnership between the company’s recently launched Alamo On Demand VOD platform and the Danish Film Institute, with the support of the Ministry of Culture and the Ministry of Foreign Affairs of Denmark.

The collaboration launches with The Best of Danish Cinema, a bimonthly curated series that celebrates the depth of cinematic talent coming out of Denmark. The series launched last week and features 36 films in total, rolled out in thematic “six packs” every two months. In addition to the 36 featured films, Alamo Drafthouse is also curating one of the largest collections of Danish films on the planet, many of the films exclusive to Alamo on Demand.

Gruvi – whose Danish roots go back to the launch of the company in Copenhagen a decade ago – will be exploiting the bespoke technology developed as part of TAP (The Audience Project) to ensure fans of Scandi movies across the US are made fully aware of this unique partnership. Gruvi’s focus will once again be on behavioural audience data targeting (as opposed to traditional interest based targeting), with previous campaigns having proved that knowing what your audiences DOES is far more important than knowing who they ARE in terms of generating interest and sales.