01/02/2006

ICA Project released Sophie Scholl in the UK on October 28, 2005 with 8 prints. They adapted the campaign for their own territory, removing ‘The Last Days’ from the title and adding the actual interrogation scene and Nazi elements to give more information on the film’s historical context to the international campaign provided by Bavaria Film International.

Advertising campaign
ICA Projects had a small P&A budget so they didn’t do any outdoor posters campaign. Quad posters were sent to the cinemas that were playing the film, as well as press packs for the regional press.
Press advertising concentrated on the London weekly entertainment guide Time Out (½ page the week of release then ¼ pages) as well as in The Daily Telegraph to try to attract a wider audience.

Promotion campaign
Marc Rothemund did a Q&A session in Manchester and another one in London a week before the official UK release of the film.
A promotion campaign with preview screenings was co-ordinated with Film Education (promoting film at schools) and an education pack on the film and White Rose resistance movement was offered to UK schools.
At the ICA Cinema in London, several lectures were given during the two weeks following the UK release with prominent academics, historians and survivors of the Holocaust.
A big mailing out was co-ordinated with the Goethe Institute in London and London War Museum to attract core audiences.
Finally, as the film was released during the London Film Festival (LFF), flyers promoting Sophie Scholl were given out at the various LFF venues to further raise the level of awareness on the film.