The Challenge: Create an online destination for movie lovers
Little White Lies started life as a print magazine with a mantra to deliver ‘truth and movies’.
Seven years later Little White Lies has grown to host events and exhibitions, as well as a vibrant online community.
The message remains the same but the way it is delivered has evolved.
The challenge was to carry the values Little White Lies embodies in print into the digital space. Beyond simply copying content across, we needed to establish what Little White Lies could mean to its online audience.
The Solution: Timing is everything
In print, each issue of Little White Lies is devoted to a single movie, made to be read and revisited over time. Online, it is a trusted destination for cinema-goers, sharing relevant and timely film content.
Interaction with the previous site told us that reviews were popular, and visited regularly in the lead up to the weekend. With this in mind, we augmented the content with trailers and full UK/Eire cinema listings, to give Little White Lies fans no reason to go elsewhere.
On a review page, you can watch the trailer, locate the nearest cinema showing the film, view the showtimes, and book tickets* - all without disrupting the Little White Lies experience.
This becomes particularly useful when accessing our responsive site on a mobile device, eliminating the need for additional actions and multiple tabs.
Just as the magazine is created to reflect the way in which people talk and think about film, the site was created to serve the way in which people explore film online.
The result is an online experience that is centered on the user and integral to the cinema-going experience, while retaining the core values of Little White Lies. Since launch, the site has attracted over 100,000 regularly returning visitors, as well as a rapidly growing social media following of over 50,000.
*for selected cinemas only