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| Author | DCM |
| Categories | News |
The COI has done a deal with the UK’s largest cinema advertiser Digital Cinema Media (DCM) to launch the Knife Crime Superhero Film Season, part of the ‘It doesn’t have to happen’ Home Office anti-knife crime campaign aimed at tackling the serious national issue.
The film season is offering kids aged between 10 and 16 the chance to watch one of three blockbuster films for free at one of 18 Cineworld sites across the UK over the Easter Holidays.
A free ticket to movies including The Incredible Hulk, Ironman and Hellboy 2 can be downloaded from the website www.itdoesnthavetohappen.co.uk. Free kit bags will also be given away to those taking up the offer.
The films will be preceded with a solus ad reel made up of materials from the 'It Doesn't Have To Happen' Bebo site, as well as live ads that will see two actors performing a ninety second piece to further draw attention to the issues surrounding knife crime.
Nearly a third of children in the UK having been affected by gun and knife crime according to NCH/Action for Children in 2008.
The film season is being promoted through all of the usual cinema avenues including instore material and online, but for the first time DCM has partnered with See Film First, a ticketing system, used by the major film companies and the media to supply tickets for previews.
See Film First is promoting the season using a flyer targeting relevant children.