Britain’s distributors and exhibitors have joined forces to launch a 24-hour TV channel to promote cinemagoing to a public increasingly spoiled for choice in their leisure options.
Launching Feb. 28 on satcaster BSkyB, Eat Cinema is a joint venture between the All Industry Marketing for the Cinema Industry (AIM) and digital TV company Enteraction TV.
AIM reps 140 orgs including the British Academy of Film and Television Arts, the U.K. Film Council, the Cinema Exhibitors Assn. and all the major distribs.
According to Enteraction spokeswoman Michelle Gordon, the channel will air original programming including film reviews, star interviews and “quirky, behind-the-scenes tours of Britain’s cinemas.”
“The job of generic promotion of cinema is now acutely relevant,” said Mark Batey, chief executive of the Film Distributors Assn. “With the quality of plasma screens and the launch of HD TV, the experience of viewing films on the small screens is improving considerably.”
Theatrical biz also faces a stiff challenge from the booming gaming industry.