Mashumi Dave

IR3002

The Criterion Experience capitalises on Criterion's mission to appreciate cinema as an art form and to encourage repeated watching. The dichotomous approach to the programme wherein the target audience is divided into the 'Initiated' and the 'Uninitiated', involves activities that ensure awareness about the brand by highlighting its role in the layered curation of a film and encouraging repeated visits by hosting Community-building and Appreciation activities that allow cinephiles to socialise, contribute and increase the brand's reach.