You can only watch this film if you agree to sit in a gyno exam chair

Promo campaign by Sweden's Goteborg Film Festival asked men to 'put themselves in a woman's position'

Published On
Jan 08, 2020

Editor's Pick

Sweden's Goteborg Film Festival is known for its outlandish promo campaigns—last year, it invited viewers to watch horror movies while encased in a tomb. This year, it's basing its marketing on another outrageous scenario—it's asking men to undergo a gyno exam.

In a campaign by agency Stendahls, director Anna Odell made a film in which she asked several prominent Swedish men to "put themselves in a woman's position" by sitting in a gynecological chair and undergoing a woman's checkup (for real, apparently). They included hockey player Börje Salming and former president of Interpol Björn Eriksson.

But in order to find out whether or not they agreed, viewers need to apply for a ticket to watch the film, "The Examination." Also, they themselves need to sit in the gyno chair to watch it. 600 tickets are available for the event, which highlights the festival's focus on gender equality, with 50 percent of films this year directed by women.