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04/12/2007

Theatrical Trailer Highlights 'Movies Are Made For The Cinema'

The UK cinema Industry has commissioned a new theatrical trailer that takes a stand against illegal downloading while sending a clear message that 'Movies are Made for the Cinema'.
It was seen for the first time across the UK on 30 November and is aimed at entertaining rather than alienating legitimate cinema-goers. This is a comic and irreverent commercial featuring a lonely, 'Jack Black' style character being caught unawares by a cinema audience whilst obviously downloading illegal films in his bedroom.
The commercial will be seen by approximately 25 million cinema-goers over a two month period on up to 3,000 UK cinema screens. Using scenes from an upcoming blockbuster to demonstrate the entertainment value that is being missed by watching poor sound and vision quality illegal downloads, the commercial will be refreshed with up to eight new theatrical releases over the coming year.
Grace Carley, Managing Director of the UK cinema industry's marketing arm (AIM) commented: "I believe our tag line for this trailer campaign to combat illegal downloading really says it all - Movies are Made for the Cinema.
"Experiencing a film on the big screen with the dynamic of surround sound and emotional intensity, together with your friends or family, gives enjoyment way beyond watching a poor quality, scratchy and illegal version of a new release in your bedroom. We hope our message on the pitfalls of illegal downloading comes across loud and clear to those we wish to address," he said.
The first film to feature within the new campaign will be Disney's 'Enchanted', which will be released in cinemas nationwide on December 14.
All Industry Marketing (AIM) is the focal point for UK generic cinema audience development.
AIM's mission is to increase and broaden the audience for cinema with particular emphasis on building per capita frequency and broadening the diversity of the mainstream audience through national, generic, industry wide promotion.
AIM's partners represent every aspect of the UK film/cinema industry; industry associations the Film Distributors' Association (FDA) (from Hollywood studio distributors to European and local independents) and the Cinema Exhibitors' Association (CEA) (from multiplex operators to your local art house); the UK Film Council (the British government central development and investment agency), BAFTA and the Cinema Advertising Association (CAA) encompassing Carlton Screen and Pearl and Dean and Film Education, a registered charity to promote the use of film within the National Curriculum.
(SP)
VMI.TV Ltd

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