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Insight of the Day: BFI Girl Summer: the new online trend that everyone is talking about


  • People are rejecting mainstream Hollywood films this summer due to a lack of compelling blockbusters.

  • There's a growing interest in foreign-language art-house cinema, as seen in the "BFI Girl Summer" trend.

  • This trend involves watching films by acclaimed directors like Bergman, Fassbinder, Kurosawa, Fellini, Tarkovsky, and Ozu.

Key Takeaway:

The uninspiring offerings from mainstream Hollywood are driving people towards exploring and appreciating art-house cinema.


The "BFI Girl Summer" trend is a cultural shift towards consuming and appreciating foreign-language art-house cinema, often through platforms like the BFI or Criterion Collection.

Who is it about?

The trend is primarily targeted towards film enthusiasts and cinephiles who are seeking more intellectually stimulating and artistically rich cinematic experiences.

Description of consumers/product:

  • Consumers: Film lovers who are bored with mainstream Hollywood and are looking for alternative options.

  • Product: Foreign-language art-house films that are often critically acclaimed and considered classics.


  • Mainstream Hollywood's lackluster summer releases have opened up space for art-house cinema to gain popularity.

  • The "BFI Girl Summer" trend demonstrates a willingness among consumers to explore films outside of the mainstream and challenge their own tastes.

  • Art-house films can be just as captivating, entertaining, and emotionally resonant as mainstream blockbusters.

Implications for brands:

  • Streaming platforms and film distributors should consider expanding their catalogs of foreign-language art-house films to cater to this growing audience.

  • Marketing campaigns for art-house films could focus on highlighting their unique artistic merits and emotional depth, rather than relying on traditional blockbuster marketing tactics.

Implications for society:

  • The "BFI Girl Summer" trend could lead to a greater appreciation for diverse cinematic voices and cultural perspectives.

  • It could also spark conversations about the role of cinema in shaping our understanding of the world and ourselves.

  • The trend might encourage more people to engage with film as an art form rather than just a source of entertainment.


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