THAT Agency proudly supported and attended the Sundance Film Festival alongside 'Hold Onto Me' (Κράτα Με), the debut feature film by director Myrsini Aristidou marking a historic and deeply emotional moment for Cypriot and Greek cinema.
The film celebrated its world premiere in Park City, Utah, where it was met with multiple sold-out screenings, a powerful double standing ovation, and ultimately, the Sundance Audience Award, a rare and immense honour that reflects the film’s profound emotional impact on the festival’s viewers.
Beyond the screen, the journey of a film continues through the stories told about it, and this is where strategic communications becomes essential. THAT Agency proudly supported and attended the Sundance Film Festival alongside the film.
“Supporting 'Hold Onto Me' has been both a great honour and a valuable learning experience for us. Coordinating and engaging with European and international film media, critics, and the wider industry was a new challenge, and one that we truly embraced and are excited to continue pursuing. Being part of 'Hold Onto Me'’s journey reflects our growth as THAT Agency and reinforces our belief that strong communication and strategic thinking are catalytic forces within the film industry,” said Phoebe Miltiadous, PR Manager of THAT Agency.
Our role focused on shaping and amplifying the film’s narrative beyond the festival screenings, building relationships with international and European media, engaging with film critics and industry professionals, and ensuring that the story of 'Hold Onto Me' (Κράτα Με) resonated with audiences worldwide. This process required close alignment with the US PR team assigned by the film team, adapting messaging across different markets, and coordinating communications in real time during one of the world’s most critically acclaimed film festivals.
Strategic communications in the arts is often underestimated, yet it plays a catalytic role in shaping how films are received, discussed, and remembered. From positioning a film within the global industry to fostering meaningful engagement with audiences and press, communications is not simply a support function, it is an integral part of a film’s journey and long-term legacy. For THAT Agency, this collaboration marked an important step into the film and television industry, a field where dedicated strategic PR and communications expertise is still emerging in Cyprus.
Supporting 'Hold Onto Me' (Κράτα Με) allowed us to experience firsthand the pace, complexity, and influence of communications in international cinema, while establishing relationships with media, critics, and industry leaders that extend well beyond the festival itself.
As the creative industries in Cyprus and the wider region continue to grow, the need for structured, thoughtful, and internationally aligned communications becomes increasingly essential. THAT Agency is proud to be entering this space, bringing its strategic communications expertise to the arts and entertainment sector and contributing to the global visibility of stories that deserve to be seen and heard.
Andrea Solomonides, Partner at THAT Agency, commented, “We are truly honoured to be part of this journey alongside Myrsini and her feature film debut. Witnessing the global recognition and emotional response to 'Hold Onto Me' has been incredibly inspiring. This moment represents not only a major achievement for the film and its creators, but also the beginning of an exciting new chapter for THAT Agency as we expand our presence in the arts and entertainment space. We look forward to continuing this journey, supporting powerful storytelling, and bringing strategic communications to the forefront of the creative industries across Europe.”
Also read: Hold Onto Me: Cypriot Director Myrsini Aristidou's film selected for the Sundance Film Festival 2026
Also read: Cypriot production 'Hold Onto Me' in official selection for the Sundance Film Festival 2026
