Eat Cinema to advertise in cinema foyers

Digital TV channel Eat Cinema has won backing from operators to start showing material on in-foyer TV systems in hundreds of cinemas, as from July.

The move starts with the two biggest cinema chains, Vue and Cineworld, and talks are progressing with other companies, including Odeon. Eat Cinema is hoping a presence in theatre foyers will raise more awareness among film-goers of the channel, which already runs on the BSkyB platform and via the web.

Content from Eat Cinema will run alongside the cinema owner's bespoke in-foyer TV material.

The channel launched in February on Sky, aimed at mainstream audiences and has the backing of film operators and the cinema industry.

A spokesman for Eat Cinema said: "We're very lucky to have the backing of the entire film industry, which will help us raise awareness of what Eat Cinema has to offer."

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