The Melbourne International Film Festival (MIFF) has a devout fan base of advocates who return each year to the festival. While overall tickets sales to the festival grew in 2014, growing this core fan base in 2015 was critical to the festivalís future success. But with the diversity of international and alternative cinema on offer, itís not always easy to share the MIFF experience. So we created an emotion simulator that transcended language barriers, allowing fans to experience the emotion of a film before they saw it. Using the universal language of emotion, the campaign created a new emotion-based vernacular that enhanced fan engagement, drove social advocacy and achieved record-breaking ticket sales by growing the subscription membership fan base.