Cinephiles already knew. For them, MUBI was obvious — a home for the films that matter, the directors worth following. Growth among that crowd had plateaued.
The opportunity was everyone else. The people who'd written MUBI off as "not for them."
But how to convince people they need yet another streaming subscription when they're sick of content?
The opportunity was everyone else. The people who'd written MUBI off as "not for them."
But how to convince people they need yet another streaming subscription when they're sick of content?
ALGORITHMS MIRROR YOU,
MUBI EXPANDS YOU
MUBI EXPANDS YOU
Algorithm-driven platforms don't just recommend what you like. They confirm what you already are. Every scroll reinforces the same tastes, the same worldview, the same version of yourself — until numbness sets in and nothing lands anymore.
PEOPLE AREN'T TIRED OF CONTENT
THEY'RE TIRED OF SAMENESS
THEY'RE TIRED OF SAMENESS
Imagine one evening: a three-hour film about a single mother in 1960s Belgium — a slow, quietly organised life, punctuated by the occasional sex client she'd receive at home. Nothing remotely familiar. No shared world, rhythm, or way of existing.
That's what independent cinema actually does. It doesn't reflect the world back at you. It expands it.
That's what independent cinema actually does. It doesn't reflect the world back at you. It expands it.
A THREE-HOUR MOVIE ABOUT
A BELGIAN WOMAN WILL
CHANGE YOUR LIFE
A BELGIAN WOMAN WILL
CHANGE YOUR LIFE
MUBI reframed — not as a streaming service for intellectuals, but as the antidote to algorithmic sameness. Available to anyone willing to feel something they couldn't have felt on their own. Like substances. But enriching, grounding, and entirely legal.
EXPAND YOUR CONSCIOUSNESS
Positioning MUBI as the antidote to algorithmic sameness doesn't require the audience to care about cinema. It requires them to be tired of their own feed — which, in 2025, is everyone.
The slightly provocative analogy does quiet work: the comparison is implied, never named, which makes it more shareable than anything explicit. People forward things that make them feel smart for getting the joke.
And "Expand Your Consciousness" is the kind of platform that earns word of mouth while allowing MUBI to reframe and occupy new territories, unavailable for the intellectual streaming platforms.
The slightly provocative analogy does quiet work: the comparison is implied, never named, which makes it more shareable than anything explicit. People forward things that make them feel smart for getting the joke.
And "Expand Your Consciousness" is the kind of platform that earns word of mouth while allowing MUBI to reframe and occupy new territories, unavailable for the intellectual streaming platforms.
EXPANDING MUBI
STRATEGY
CW
MY ROLE:
