DOC FILMS

How do you differentiate a theater without relying on showtimes or reclining leather seats? Call attention to what's exciting about the theater itself - that it pretty much shouldn't exist. 

Doc Films is financially backed by the University of Chicago, which keeps the lights on. But seeing a movie at Doc means holding your breath a little, feeling like you're getting away with something too good to be true, and knowing the jig could be up any minute.

Doc Films will probably not be around forever. Why not leverage movie magic to promote an experience that's a little miraculous to begin with?