SEEN IT ALL?

MUBI

MUBI is known for handpicked independent films, but growth had plateaued. How do you convince people who are already tired of content to watch more of it?

People aren't tired of content – they're tired of sameness. Algorithms keep showing you more of you. MUBI does the opposite. Its films are handpicked, not algorithm-driven, and have nothing to do with you or your preferences.

So we reframed MUBI as the antidote to sameness. Independent cinema doesn't mirror your world – it expands it, letting you see and feel something completely out of your world. Like substances, but enriching, grounding and entirely legal.

The reframe opens new territory for MUBI and speaks to a broader audience. Its hint of provocation is what makes it shareable, so the idea attracts a new audience and travels far beyond its media budget.