In 2025, accessing films has never been easier or more immediate. We have thousands of catalogs at our fingertips, spread across countless platforms. And yet, the cinematic experience is losing its depth. We consume faster, more passively, overwhelmed by an overabundance of content. At the same time, theaters are gradually emptying: streaming dominates, our cultural habits are shifting, and costs keep rising. Going to the cinema is no longer a reflex, but a choice that has become increasingly rare. The Frame offers a new way to explore cinema, by re-enchanting the act of watching through an immersive, curated, and sensory experience.
Designed as a hybrid ecosystem, the platform streams one unique film each week for 24 hours, accompanied by exclusive content (interviews, behind-the-scenes features, archives). It extends onto social media as a cultural media outlet and organizes scenographic physical screenings with partner cinemas, recreating the magic of the big screen.