8 March 2021

On International Women’s Day, Jaguar UK is proud to announce that it is partnering with the British Film Institute (BFI) and Everyman Cinemas from April.



  • Jaguar UK partners with the British Film Institute (BFI) and Everyman Cinema for screenings of independent film projects that celebrate women’s contribution to the film industry.
  • Jaguar develops partnerships strategy to strengthen its visibility in new segments including media and the creative arts.

8th March 2021, Whitley, UK: On International Women’s Day, Jaguar UK is proud to announce that it is partnering with the British Film Institute (BFI) and Everyman Cinemas from April. As partners of both the BFI’s ‘Woman With A Movie Camera’ programme, and with innovative cinema specialist Everyman Cinema, Jaguar is supporting female talent both on and behind the camera - a move that represents Jaguar’s commitments to inclusivity and the arts.

Following the launch of its partnership with Sky Documentaries in May 2020, Jaguar continues its support of creative industries though collaborative projects that reflect its passion for storytelling. Jaguar’s partnerships with the BFI, Everyman Cinemas and Sky Documentaries have been strategically developed to broaden the appeal of the iconic British car brand.

The BFI’s Woman With A Movie Camera programme focuses on heroing women filmmakers, ensuring their work is seen on big and small screens. With screenings at BFI Southbank (the UK’s national cinematheque) and, with virtual screenings playing an essential role in nurturing the arts during lockdown, online via the BFI’s streaming platform BFI Player –. Screenings are followed by Q&A sessions with the key women involved in the making of the film to get first-hand insight into the film-making process and the life as a woman in the film industry today. 

Through an integrated partnership approach, Jaguar will present a selection of Women With A Movie Camera screenings at Everyman Cinemas venues nationwide, bringing independent filmmaking to a broader audience in 2021.

As a brand, Jaguar exists to help make life extraordinary; the role of film and cultural experiences that the arts provide, do just that.

Our partnerships with BFI and Everyman Cinema help to celebrate the remarkable women in film, ensuring their work is showcased to as many people as possible.

Anthony Bradbury
Marketing Director, Jaguar Land Rover UK

The partnership was brokered by The Story Lab, Dentsu X and Pearl & Dean.

The BFI has championed women filmmakers for nearly a century and Woman with a Movie Camera, which we launched in 2015, has galvanised women to both confront the challenges and barriers they face as filmmakers and spotlights overlooked directors of the past. It’s a real sign of positive change to have the support of the iconic brand Jaguar, and we look forward to them joining us in welcoming audiences to BFI Player and back to BFI Southbank to celebrate female filmmaking talent from around the world.

Heather Stewart
Creative Director BFI

We are beyond thrilled to unite Jaguar with the BFI and Everyman Cinema, two powerful platforms delivering diverse stories. This next phase of our long-standing partnership, compliments our existing Sky Documentaries relationship, cementing Jaguar’s support of the British film industry and further reinforcing their role in providing a platform to celebrate inclusivity on every stage

Emma Locket
Agency Managing Partner at The Story Lab

After such a challenging year for the film industry, it is genuinely delighting to see screen partnerships with a heritage brand as glamorous as Jaguar. The wonderful teams at Everyman and the BFI are a match made in heaven - British icons coming together in a celebration of women, what more could you want!

Kathryn Jacob
CEO at Pearl & Dean


Further information

About Pearl & Dean  
Pearl & Dean is the UK’s best-known cinema advertising contractor. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK & Ireland including Everyman, Showcase, Empire, Movie House, AMC and Omniplex sites. Its iconic theme tune, Asteroid, evokes an instant aroma of popcorn and fun. 

Pearl & Dean also represents the majority of the independent exhibition sector, with a portfolio of quality circuits such as Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas and experience cinemas like Luna, each offering individuality and often a specialist audience. Pearl & Dean’s cinemas offer a varied schedule of programming - from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts.  

All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience. 


Holly Dymock | Account Director, Propeller PR 
+44 (0)20 3301 5353 | Pearl&

About the BFI
The BFI is the UK’s lead organisation for film, television and the moving image. It is a cultural charity that:

  • Curates and presents the greatest international public programme of World Cinema for audiences; in cinemas, at festivals and online
  • Cares for the BFI National Archive – the most significant film and television archive in the world
  • Actively seeks out and supports the next generation of filmmakers
  • Works with Government and industry to make the UK the most creatively exciting and prosperous place to make film internationally

Founded in 1933, the BFI is a registered charity governed by Royal Charter.

Notes to Editors

Media was handled by Dentsu X and The Story Lab for this project with creative developed by Spark44.

About Jaguar
Jaguar’s heritage of elegant design and breathtaking performance has excited and delighted the world for over 80 years. Today’s world-class Jaguar family comprises the award-winning XE, XF and XJ saloons, the dramatic F-TYPE sports car, the F-PACE performance SUV – the fastest-selling Jaguar ever – the E-PACE compact performance SUV and I-PACE, the all-electric performance SUV and 2019 World Car of the Year that puts Jaguar at the forefront of the electric vehicle revolution.

For more information visit

Tracey Tompsett | Jaguar UK Public Relations Manager
+44 (0)7469 032 064 |