We created two characters: POPCORN and CHOCTOP as MIFF’s mascots.Two willing, young guys wore non-breathable, polyurethane suits for the entire 17 days of the festival.And we shot a documentary about them.The plot was crowd-sourced.

Content driven by their TWITTER followers and the festival programme.They watched 100s of films, met those who TWEETED them, charmed screen legends, attracted the attention of the media.Amongst the backdrop of the festival, and the streets of Melbourne, the emotional journey of life as a mascot told a compelling filmic tale.

MIFF’s Facebook fans trebled.

An online competition asking followers to vote who was best drove 10,000 referrals.'A MATTER of TASTE the movie' is now screening as a 20-minute documentary at other film festivals.What could be a more relevant and effective way to promote a film festival, than a film about a film festival?