Our collective impact
THE OIL MACHINE screening at Cinemateket, Oslo. Photo by Amaya Bañuelos Marco / Film & Campaign.
The documentary film THE OIL MACHINE has united various stakeholders in the crucial debate about our energy future and the role of oil and gas within this. The impact campaign ‘After THE OIL MACHINE’ has continued this conversation and encouraged audiences around the world to take action and demand political and socio-political change.
Since its launch in November 2022 - coinciding with the release of the documentary THE OIL MACHINE in the UK on the eve of the COP27 Climate Change Conference - the film has sparked conversations at 305 individually organised events in 18 countries across 6 continents - if anyone knows anyone over in Antarctica, who might be interested in showing the film, please get in touch!
Through community-hosted events, and our own speaker-led key events, we have reached an estimated 9,000 people in person, garnered more than one million impressions on social media, and reached an estimated 232,000 people through our community partners’ channels in the UK alone. This social media reach also significantly boosted viewing numbers on the BBC iPlayer where the film was requested nearly 500,000 times. Special tours of Norway and the United States further strengthened the film’s position as a central discussion piece for political and socio-political discourse, fostering community engagement for a transition away from oil and gas towards a more sustainable, greener and just energy future.
From Seoul in South Korea to Margarita Island in Venezuela; from Bethelsdorp, South Africa, and Melbourne, Australia, all the way to the arctic capital in Tromsø, Norway; we have reached diverse audiences near and far and continued this important conversation. Further, we have embedded the film in a global context, providing additional material from the film’s collaborating experts to relate the issue of North Sea oil and gas to the respective local petroleum industries and efforts towards sustainable energy sources.
Pairing the vast majority of the film’s screenings with lively panel or audience discussions, take-home action steps, and expansive web resources, the campaign has actively engaged audiences to spark the kind of meaningful conversations and actions needed to create tangible change. Many made pledges to incorporate these changes into their everyday lives, ranging from shopping more sustainably and choosing the bicycle more often, to changing their energy providers, banks and even pension providers.
The film showed us the many ways in which society unknowingly supports the funding of continued and further oil and gas exploitation. The campaign made us accountable, spread awareness and take action to change this and showed us how we can each contribute in a meaningful way to a Just Transition for a sustainable energy future.
National and international outreach
At nearly all of the 215 screenings and discussions in the UK alone, most of them hosted by community organisations, including 140 groups across all four nations, we have helped facilitate audience and panel discussions featuring 149 guest speakers. Our comprehensive screening pack with a discussion guide, promotional kit and steps to take action, which we provided to all hosts, ensured informed and democratic debates and encouraged participants to make pledges for change.
Throughout 2023 and 2024 we expanded our outreach efforts beyond the United Kingdom. An online panel discussion entitled “What Norway and the UK can learn from each other” launched a series of in-person screenings and panel discussions across five Norwegian cities. This collaboration with Broen til framtiden (Bridge to the Future) brought together trade unionists, climate campaigners, and many other stakeholders from both nations and attracted nearly 300 attendees.
Almost simultaneously, and in partnership with the film’s US and Canadian distributors at Bullfrog Films and Twin Seas Media, we facilitated an East Coast tour in the United States featuring post-screening discussions with director Emma Davie and producer Sonja Henrici. To date, we have organised 29 events across universities, colleges, cinemas and film festivals in the USA, including an exclusive transatlantic online screening and panel event targeted at college and university educators, which kicked off the film’s general release to North American educational institutions.
At the other end of the globe, Australian distributor Madman Entertainment collaborated with the Environmental Film Festival Australia to host a special preview event ahead of the film’s streaming launch on DocPlay on Earth Day 2024. Screened at the prestigious ACMI in Melbourne, the event attracted more than 200 people.
Across the European continent, the campaign has worked with various groups to bring the film to their communities and to continue the conversation on this pressing issue. Following two screenings of THE OIL MACHINE at the One World Festival in Prague, the festival organisers included the documentary in a touring programme across the country, resulting in 10 Czech screenings in total. In Spain, our international collaboration with various Extinction Rebellion groups resulted in a screening and discussion in Madrid. In Italy and Germany, the film was recognised with the Green Doc Award at Pordenone Docs Fest and the Science Communication Award at Cinemare in Kiel.
Political impact
Beyond the film "How will Scotland deal with THE OIL MACHINE?" event at Dynamic Earth. Photo by Tabita Knoblauch / Film & Campaign
Beyond our extensive national and international outreach initiatives, one of our key objectives was to utilise the film’s impact in political settings, engaging leadership and policymakers and driving the discourse on what is necessary for a Just Transition and securing our sustainable energy future. As such we have organised two key political events aimed at reaching Members of Parliament and Members of the Scottish Parliament and other policymakers. Our event in December 2023 at the Houses of Parliament in Westminster was hosted by Labour MP Nadia Whittome and organised in collaboration with the All-Party Parliamentary Group on Climate Change and attracted nine Members of Parliament.
Just days before our Holyrood event in early May 2024, the dramatic resignation of Scotland’s First Minister, following the dissolution of the Bute House agreement and the controversy around abandoning key climate commitments, once again underscored the profound impact of climate policy on political stability. The campaign’s grand finale in Edinburgh, held at the planet-focused venue Dynamic Earth next to the Scottish Parliament, once again rekindled the conversation around binding climate commitments among politicians, and provided room for open, informed and democratic discourse between politicians and their constituents.
Prior to our events, we encouraged and provided the necessary information for people to address their respective MPs and MSPs directly and to demand action and solutions.
Even beyond our high-profile curated screenings and panel events, MPs, MSPs and local politicians have attended community events and continued the dialogue. At a Bolton Socialist Club screening a Labour Party member commented “We’re sleepwalking into a climate catastrophe, we need to wake the world up.” Others commented on the film online:
“A chilling and existential account of our dependency on oil and the catastrophic consequences for our planet.”
– Chris Law MP
“Good screening of THE OIL MACHINE at Kyles Cinema tonight in Colintraive and plenty of discussion afterwards. Focus on action needed from individuals and governments to meet the extreme urgency of the climate emergency.”
– Mike Russel, former Cabinet Secretary and President of the SNP
Inspiring advocacy and encouraging change
The campaign has contributed to a shift in how communities view their relationship with the environment, sparking a deeper appreciation for sustainable practices and the urgency of transitioning away from fossil fuel dependence.
One passionate and committed local host and panellist of an ‘After THE OIL MACHINE’ event, Sarah Finch, took Surrey County Council to court for not fully assessing the climate impact of new oil wells. The council had not included the emissions from burning the oil. Recently, the UK Supreme Court ruled in her favour; a landmark decision that might affect any new oil and gas projects. While this is not an immediate consequence of engaging with the film, Sarah utilised the film to bring awareness to the issue in support of her legal campaign.
In another instance, Picturehouse ended a sponsorship agreement with INEOS after receiving significant public attention and pressure. In their November 2022 sponsorship announcement for hand sanitiser products and the ‘Picturehouse recommends’ magazine, Picturehouse had failed to acknowledge the corporation’s major interest in oil & gas, petrochemicals and plastics. This was in obvious conflict with their role as core exhibitors of THE OIL MACHINE as well as other prominent titles in their “Green Screen” programme, the aim of which was to “help embed sustainability into our communities.”
Following discussions with Picturehouse about ways to divest their sponsorships to which they were receptive, they cancelled the deal only 6 months into their agreed 1-year runtime. Executive Producer of THE OIL MACHINE, James Marriott, expressed his delight towards The Ferret and commented: “A corporation such as INEOS should have no place in the provision of the arts in the UK.”
Llyfrgell Maindee Library community screening, Newport. Photo by Maindee Library
Reaching decision-makers of today and tomorrow
Against a backdrop of dwindling audience numbers across the UK cinema sector, our extensive efforts in regards to outreach, curated discussions in connection with community screenings and facilitating panel speakers have led to several sold-out events. Beyond the public cinema and community screenings, private screenings have enabled further viewership, reaching into the corporate sphere and addressing the decision-makers of tomorrow with screenings and discussions at business schools.
As such, in November 2022 the International Documentary Film Festival Amsterdam organised a private screening for their partners at the award-winning Dutch law firm DeBreij, directly addressing lawyers who manage – among others – mergers and acquisitions, management buyouts, financing and ‘debt to equity’ transactions for leading strategic parties, banks and institutional investors, venture capital and private funds, founders, corporate finance advisors and management teams.
Another corporate event, facilitated by Accenture (formerly Carbon Intelligence), addressed sustainability experts, who reportedly “[came] away with a better understanding of the history of North Sea oil. The point made about UK pensions and how wrapped up our financial structures are with oil is so important - and one we were really glad to see highlighted.”
We continued the conversation at CPH:DOX with the CEO of Dansk Offshore Martin Næsby, among other panellists, as well as collaborating with multiple divestment groups across the UK, including on Divest Day of Action 2023.
A partnership with Dr Stephan Manning - Professor of Strategy and Innovation & Director of Management PhD Programme at the University of Sussex Business School - screened THE OIL MACHINE to more than 100 future decision makers. This was followed by a lively panel discussion hosted by Sussex Energy Group and featured experts from across the University of Sussex. Throughout 2023 and spring 2024, we facilitated multiple more events including across various departments at the University of Edinburgh and educational institutions in the USA, who have utilised the film as a tool for learning and engagement.
‘After THE OIL MACHINE’ as a token of hope for social advocacy
Due to the success of ‘After THE OIL MACHINE’, campaign strategist Ben Kempas was invited to give presentations at a number of key events focusing on using storytelling for social and environmental impact. These presentations included a one-hour case study for the documentary industry at East Doc Platform in Prague; a brief presentation at The Melting Pot, Edinburgh, aimed at social entrepreneurs; a presentation for an online lab ahead of the Impact Days at the FIFDH International Human Rights Film Festival in Geneva; and a one-hour case study as part of an impact workshop at the University of Sussex.
Learn more about how we built the campaign
Campaign team
Film director: Emma Davie
Producer: Sonja Henrici
Executive producers: James Marriott and Terry Macalister
Campaign strategist: Ben Kempas, Film & Campaign
Content writer: Chris Silver, Film & Campaign
Outreach coordinator: Rachel Caplan, Film & Campaign; Amaya Bañuelos Marco, Film & Campaign; Tabita Knoblauch, Film & Campaign
Databases and event publishing: Aga Slawinska, Film & Campaign
Education pilot: Amaya Bañuelos Marco for Macrobert Arts Centre
Publicity: Alex Rowley, AR:PR
Theatrical Distribution: Ged Fitzsimmons, Cosmic Cat
Support for theatrical distribution: Screen Scotland
Graphic design: Propaganda B
Website build and online publishing: Film & Campaign
Video production and livestream events: Film & Campaign