We were very fortunate to have unfettered access to both visionary director M.Night Shyamalan and acting stalwart James McAvoy. In order to best utilise this stellar talent, and shout about the calibre of the film, we arranged for two influencer-led screening events. M.Night Shyamalan and McAvoy attended a special screening, attended by 50 influencers, followed by a Q&A which touched on all aspects of the film – including how McAvoy’s character is suffering dissociative identity disorder. This was followed up by a preview screening with our friends at Den of Geek, who handpicked a selection of their most avid readers to first see Split and then share their overwhelmingly positive opinions.
Whilst there were certain challenges due to the sensitive topic of mental health, Shyamalan and McAvoy did not shy away from discussions around the stigma of mental health, nor how they both were conscious of their role not to trivialise and glamorise it.