Creating a cure for bad movie experiences worldwide.

People watch more movies than ever before, but the rise of streaming giants means there’s more quantity than quality. Draken Film, a Swedish indie streaming service, wanted to tackle this issue and increase the interest for subscriptions.

We created the The Bad Movie Index – a constantly changing membership price that gets lower, the more bad movies people watch on the big platforms. This idea not only generated awareness for Draken, but also created a completely new business model in the streaming market.

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D&AD Wood Pencil / Adweek / Digital Cinema Report / Contagious

Agency: Forsman & Bodenfors

In the launch film, we explained how the index works in the simplest way possible.

On the website, you could follow the fluctuating price. Like a stock market index, but for quality film.

To help people see the best time to sign up, we gave them reminders when the price was unusually low.

But also warning them when it was skyrocketing…

We even turned the programming team into streaming analysts, giving weekly updates on the latest index trends.