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MTV Europe cranks up pic promo spots

Station to add six movie specials to sked

MTV Europe will increase its movie programming 25% this year, Michael Garreffa, MTV Networks entertainment business director, tells Variety.

The station will add six additional half-hour movie specials to its schedule, increasing the number to 24 and making the specials a twice-a-month offering.

Recent specials focused on “Harry Potter,” “Ocean’s Eleven,” “Moulin Rouge” and “Spider-Man.”

MTV will also ink more pacts with studios and promote more films that appeal to the MTV audience. It will also add more movie competitions.

“We’re going to be talking about many more films,” Garreffa states. “We want to inform our audience about cinema, as they’re very interested in film. They go to the movies more than those who don’t watch the channel.”

MTV has been coming to Cannes, and throwing bashes here, since 1988.

“Cannes is the biggest festival in the world,” Garreffa says. “It embodies everything our viewers like: stardom, glamour, gossip, fashion, sunshine, beautiful people.”

At this year’s fest, Garreffa and his team will partner with MGM to help celebrate James Bond’s 40th anniversary as a film icon at a party for 1,500 guests tonight.

Footage from the new Bond pic, “Die Another Day,” starring Pierce Brosnan, highlights of the party and interviews with the film’s stars will be seen on MTV’s Cannes special.

“We also go to Sundance, Venice and Berlin,” Garreffa says.

After Cannes, there’s a summer blockbuster special featuring films “Scooby-Doo,” “Jackass: The Movie,” “Minority Report,” and “Dogtown and Z-Boys.”

MTV also hosts an annual movie awards ceremony, a year-end movie wrapup and a preview of the coming year’s films.

Last April, MTV did a half-hour program on movie soundtracks, many of which feature artists whose videos play on the music channel.

“Soundtracks are a vital part of the film phenomenon, Garreffa explains. “Sometimes a soundtrack can even out-perform a film.”

MTV movie specials air throughout Europe and on MTV channels around the world, except in the U.S.