ABOUT

EYEBALLS UP

Insight In an era of "second-screen syndrome" and franchise fatigue, we’ve stopped truly watching. We scroll through sequels while distracted by our phones. Original cinema demands your full presence.
Problem Canadian film is fighting for air in a market choked by risk-free Hollywood remakes. We had to break the cycle of distracted viewing. We needed to prove homegrown stories are worth looking up for.
Idea We turned the "Elbows Up" spirit into a call to action: Eyeballs Up. We captured raw, unscripted reactions of the film community. No trailers, no spoilers—just the pure, emotive impact of the craft.