There are very few people who aren't familiar with the phrase "coming out of the closet." This worked perfectly with our chained up closet and the sign that read, "Gay and Lesbian Film Festival. Opening Soon." Another dimension was added to the idea by looping a recording of random knocking and screaming and playing it from within the closet. This created the illusion that actual people were trapped within, and were dying to come out. It also generated lots of smiles. The closet was in the foyer of the cinema comples for two weeks prior to the opening of the festival, thereby reaching cinema lovers directly.

There are very few people who aren’t familiar with the phrase 'coming out of the closet'. This worked perfectly with our chained up closet and the sign that read, 'Gay and Lesbian Film Festival. Opening Soon'. Another dimension was added to the idea by looping a recording of random knocking and screaming, playing it from within the closet. This created the illusion that actual people were trapped within, dying to come out. It also generated lots of smiles. People could then get further information from festival posters around the cinema.

The Out-in-Africa Film Festival enjoyed their most successful run to date. Tiscket sales almost doubled (42%). The success of 2003, and the obvious interest displayed by a varied audience, has spurred them on to take the festival to two previuosly untargeted cities in 2004.