The show will run first thing in the advertising reel ahead of film screenings and will last between 60 and 90 seconds.
It will take the form of a roving showbusiness reporter interviewing the stars as they walk the ‘red carpet’ at film premieres and movie events.
Advertisers have the chance to sponsor the slot and integrate new products or services within the show. Onscreen apparatus, such as the presenter’s microphone, can also be branded with the sponsor’s logo. The show will be supported by online properties and limitless PR opportunities.
Partnership opportunities include on-screen logos and sponsorship bumpers, while the content of the programme will change every two weeks and allow sponsor the potential to place new products and services within the final edit.
Cinema-going has seen an uplift in numbers this year and clients have chosen to use the medium for advertising for the first time or after a long break , including IPC’s Look magazine and The Economist.
Cinema saw a rise in ad spend of 1% to £205m, according to Advertising Association figures, for 2008 on the previous year.