‘Some Nights I Feel Like Walking’ indie film taps community-led campaign via LunchBox, Lennon Group to drive Filipinos to cinemas

Manila, Philippines — In collaboration with entertainment marketing agency LunchBox and social impact-focused creative agency Lennon Group, Some Nights I Feel Like Walking, a queer independent film directed by Petersen Vargas, has attracted strong interest in Philippine cinemas through an unconventional, community-driven marketing campaign. 

Without a traditional promotional budget or celebrity cast, the film has relied on grassroots efforts and creative outreach to engage audiences. In doing so, the film used paid media or large-scale events, with promotional strategies that centred around community engagement and cultural relevance.

Carl Chavez, founder of LunchBox stressed the success of the campaign’s approach, “Despite today’s challenging climate where Filipino audiences are selective with what films they choose to watch, the campaign was able to cut through and spark genuine participation.” 

Among the campaign’s first activations was a series of non-traditional invites, referred to as Invites That Spoke the Streets. These included handwritten notes delivered on everyday items such as bus tickets, tissue paper, pad paper, and receipts. The tactile materials also served as symbolic references to the themes portrayed in the film.

Another component of the campaign included a Grindr Live Tour, where the film’s characters were brought to life on the dating app Grindr. Rather than holding a conventional mall tour, the team used the app to share character interactions and distribute free tickets, blurring the lines between marketing and performance.

The film’s premiere also took a non-traditional route by avoiding red carpets and upscale venues, where the event was held at Isetann Recto, an underground cinema in Manila historically associated with queer communities and independent film culture. 

The premiere also featured immersive elements such as go-go dancers, KTV bars, massage parlours, and street food vendors inside the cinema, aiming to reflect the world depicted in the film.

“Everything about the campaign was experiential and immersive in ways that tell the heart of the film,” said Raymund Sison, founder of Lennon Group. 

“It was an ode to the everyday in the underbelly of Manila streets, and it was a testament to the enormous power of community.”

The campaign continued beyond the premiere with partnerships involving local micro-cinemas, cafés, craft shops, and restaurants, aimed to turn the film into a broader cultural moment rather than a standalone screening.