#haa labs

This week we finally unveiled our new weekly movie service. Are you ready to Delve?

We love movies. We’ve always carried within us the desire to share that feeling with other people. In 2005, the founders of HAA launched a movie magazine called Little White Lies and, in the eight years that followed, we created its website, populated its social channels, staged numerous events and developed an app.

Originally our mission – an homage to Almost Famous’ Lester Bangs – was to be 'honest and unmerciful'. But as we began to mature and evolve, so did our goal. We wanted to turn LWLies into a brand that could actually be ‘useful’ to people.

In fact, we had a new mission: to help people love film more. Two years after leaving LWLies to the hands of others, we’ve never felt this desire more strongly.

This is why Delve was born. It’s not only our return to the world of cinema, but the rejuvenation of our mission to inspire more people to fall more deeply in love with film.

But a couple of key things are different this time around...

We’re not here to be critics any more. We’re particularly not here to be negative towards any film in any way. If we don’t have anything nice to say about a movie, we’d prefer not say anything at all. As you’ll see, Delve is an exercise in curation more than criticism.

We want be a friend to the best new films out there. Like all great friends, we want to introduce you to them properly: on a screen as big as a house, with wraparound surround sound, amongst other people, followed by a journey home that lets think and chat about the life-enriching experience you’ve just had.

We want you to invest in a trip to the cinema, because we believe the big-screen experience pays back in a big way.

We believe movies make life better. How? Delve will show you.

Because Delve isn't just about movies. It's about using movies as a springboard to discover more about the amazing world we live in. Great movies inspire us, teach us and enrich us. Delve hopes to do the same.

We’ve been working hard on making Delve something that not only makes you love film more, but makes you love life more. Here's how:

Every week, Delve recommends a single movie: the one new film that's most worth watching at the cinema. But then Delve goes deeper, bringing you a curated bundle of fascinating links from the wider world around our Film of the Week. Things to read, things to watch, things to learn.

Every Film of the Week will also be celebrated with a beautiful illustrated artwork (like annalisedunn's Gone Girl print, above), which fans can buy, collect and keep forever.

Intrigued? You can find out exactly what Delve is and sign up right now. Delve launches on 2 January 2015.

Over the coming weeks, we’ll be sharing more information on how we developed Delve right here on CreativityConnects. Until then, head over to delvweekly.com or follow @delveweekly for more.