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McCann London, in partnership with Digital Cinema Media (DCM) and Picturehouse Cinemas, have today announced the launch of the UP ON THE ROOF FILM FESTIVAL, celebrating the art of storytelling atop a spectacular art deco building.
Up on the Roof is a week-long celebration of film crafted by three key players in the UK media industry. Picturehouse Cinemas are Britain’s biggest arthouse cinema chain, DCM are the market leader in UK cinema advertising and McCann London build enduring brands with global companies like L’Oréal, MasterCard, Microsoft and Subway.

The festival, open to friends of McCann London, DCM and Picturehouse Cinemas, affirms Christopher Booker’s The Seven Basic Plots, which analyses the seven story archetypes that define every story ever told and their psychological meaning. The seven story archetypes are - Overcoming the Monster, Rags to Riches, The Quest, Voyage and Return, Comedy, Tragedy, and Rebirth.
Each selected film has been curated around one of the seven universal storytelling plots. Two new releases will also be screened – Magic Mike XXL and Amy, which is the first time these will have been shown in the open air, coupled with some timeless classics. Each night attendees will be treated to unique insights and on set stories by those close to the films.
The festival will be held at McCann London’s Grade II listed building in Russell Square. An unspoilt example of ‘Streamline’ or ‘Miami Art Deco’, the building was designed by Wallis, Gilbert & Partners as a multi-story garage to house exclusive chauffeur-driven Daimler cars in the 1930s. This event will be the first time the rooftop has undergone this transformation.