When was the last time you heard silence? A genuine, total absence of noise. Or even the last time you just listened to one thing, without the bus rattling past, the wailing of distant sirens or the relentless dinging of your phone alerts. When did you last give something, or someone your full attention?

Modern life is noisy and finding space from that noise is an eternal challenge; but one that consumers have become more mindful of. There has been a shift in recent years towards more mindful consumption of entertainment, an acknowledgment of the mental cost of constant connection. It is a trend which makes disconnection the ultimate luxury, as reflected in the  new campaign from Vue which invites consumers to ‘Get Lost.’

Research commissioned by Vue and University College London has revealed that a trip to the cinema can actually be good for our health, from boosting memory, productivity and focus ,to helping to alleviate loneliness. It can even be equated to a light form of cardio as it can raise your heart rate to a similar level.

Vue’s latest campaign from Joint London reminds us of the benefits a visit to the cinema can bring and of the importance of necessary escapism. The film highlights Vue’s perspective that we all need a bit of escapism in our lives. Getting lost in great stories is the best way to do that.

The film, which has been voiced by British actor John Boyega and directed by Jake Scott of RSA Films, dips in and out of stories, weaving the narratives in a fluid dramatic arc as we travel across the city. The creators have also cleverly included a selection of hidden movie references for the serious film lover.

As Tim Richards, the Founder and CEO of Vue International explains: “As a new decade arrives, switching off from our day-to-day distractions has never been more important. This campaign was born out of our passionate belief that getting lost in a story and moments of cinematic magic are not just fun, but also good for you.”

In the midst of the dark mornings of January, a month where we all feel the need for escapism, the message is spot on. This campaign comes as a timely reminder of the importance of stepping back; of taking a break and indulging in a pursuit purely for the enjoyment of it. No tweeting, photographing or impossible multitasking; just a few hours of total absorption in another person’s story. The absolute joy of cinema.