Back to All Events

Pin Pointing the Campaign: An Examination of Pin Cushion

  • FACT 88 Wood Street Liverpool, L1 4DQ (map)

When independent film, Pin Cushion was released this year, first time director Deborah Haywood could not have imagined the film, based loosely on her own life growing up in the East Midlands, would be named the New York Times film of the week. But it was.

With funding from the BFI, the support of Birds Eye View to distribute and promote, and with independent cinemas across the UK embracing the film, Pin Cushion was an audience hit. In this discussion hosted by Annabel Grundy, Pin Cushion director Deborah Haywood, Pin Cushion star Joanna Scanlan and Birds Eye View Project Manager Jo Duncombe discuss the good, the bad and the ugly of bringing a film to market and their unique approach to audience development with their project Reclaim the Frame.

See the film before the session on Day 1 of This Way Up: View Pin Cushion Screening



Annabel Grundy, Major Programmes Manager, Film Hub Midlands

Deborah Haywood, Filmmaker and Director of Pin Cushion

Joanna Scanlan, Actor and Star of Pin Cushion

Jo Duncombe, Curator and Producer, Birds Eye View

ANNABEL GRUNDY is passionate about arts and film culture, having produced & managed festivals, theatre and cultural programmes in the UK and Australia. She now helps to grow audiences for film across the UK through national seasons and events.

JO DUNCOMBE is Shorts Programme Manager at British Council and Curator and Producer at Birds’ Eye View championing new cinema created by women with nationwide touring programmes. She was previously a film programmer at the Independent Cinema Office where she programmed multiple independent cinemas and curated touring seasons of archive and repertory film. Jo was Programme Director at London Short Film Festival, from 2014 – 2016, and will continue to curate LSFF programmes, and is the UK film programmer for the Victoria International Film Festival in Canada.

DEBORAH HAYWOOD is writer and director of Pin CushionTwinkle, Twinkle and Sis and has been nominated for British Independent Film Award Douglas Hickox Award (Directorial Debut) and BIFA Award for Best British Short Film for her debut feature Pin Cushion, which was named film of the week by the New York Times in 2018.

JOANNA SCANLAN is an actor and screenwriter, known for her roles in British television series, such as The Thick of It, Getting On, Puppy Love, and No Offence. Joanna was nominated for three BAFTA TV Awards for Getting On, including two for Best Writing. Joanna plays a lead role in Haywood’s Pin Cushion.