Göteborg Film Festival: The Gynecological Cinema Chair

Do you have what it takes to put yourself in a woman's position? 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. A limited amounts 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. 

View film:
https://www.youtube.com/watch?v=2D2ceO33k_g

More info:
https://goteborgfilmfestival.se/en/the-gynecological-cinema-chair/