BAFTA and DCM Launch National Cinema Campaign Celebrating Video Game Storytelling

A collaboration between BAFTA, Digital Cinema Media (DCM), and acclaimed actress Susan Wokoma has resulted in a new national cinema advertising campaign. This initiative highlights the artistry of storytelling within the video game industry. As the third installment from this partnership, it will premiere in theaters prior to the 21st BAFTA Games Awards on April 8th, 2025. Directed by Jennifer Sheridan, the 105-second trailer features contributions from notable gaming personalities such as Samantha Béart and Neil Newbon from "Baldur's Gate 3." The project aims to bridge the gap between games, film, and television while inspiring future talent through an engaging cinematic experience.

This campaign reflects the growing synergy among games, film, and TV in the UK. According to Jeremy Kolesar, creative director at DCM Studios, the fusion of these media strengthens each other significantly. By drawing inspiration from the diverse UK gaming sector, the advertisement seeks to captivate audiences with its adventurous narrative style. For over two decades, BAFTA has been recognizing the craftsmanship, expertise, and innovation inherent in the gaming world via its annual Games Awards ceremony. Through this trailer, the connection between various screen-based media is explored, emphasizing the depth of video game narratives and their global appeal.

Tony Roberts, founder and executive producer of Common People Films, expressed pride in collaborating twice with BAFTA and DCM. With a roster of talented individuals, the team focused specifically on the gaming aspect for this production. Jennifer Sheridan managed to capture something extraordinary that celebrates the gaming industry—a cornerstone of British commerce deserving recognition. Furthermore, three alumni from BAFTA programs were given paid roles during the creation of this trailer, reinforcing BAFTA's commitment to nurturing young talent.

Recent research conducted jointly by BAFTA and YouGov revealed that adults aged 18-34 view video games as crucial to mental health, with a significant percentage considering them a means of self-care. Additionally, many perceive games as vital tools for social interaction. Directed by Jennifer Sheridan, the film underscores what makes gaming so enthralling: complete immersion into interactive stories where individual experiences can differ even when playing the same game. This diversity and the remarkable journeys offered by games are celebrated throughout the advertisement.

The BAFTA Games Awards stand out globally due to their voting process involving 1,300 professionals within the international gaming community. Donna Mathews, executive director of engagement, marketing, and communications at BAFTA, emphasized how the organization champions excellence across all forms of screen arts, including games. Members appreciate the dedication and inventiveness behind every game produced. Like films and TV shows, games provide avenues for exploring narratives and understanding our surroundings. Younger generations recognize games not merely as entertainment but also as essential components contributing to personal well-being and societal connections. Thanks to partnerships with DCM and Common People Films, BAFTA continues showcasing this artistic medium on the big screen for nationwide audiences.