IDS secures Virgin sponsorship deal with Pathe

LONDON - IDS, the sales house for Virgin Media TV, has signed a sponsorship deal with Pathe Distribution to promote the launch of the big screen adaptation of Noel Coward's Easy Virtue.

Easy Virtue: sponsorship deal with Virgin Media TV
Easy Virtue: sponsorship deal with Virgin Media TV

The film will sponsor a week of programming on Virgin Media TV-owned Living, starting on Monday (3 November).

Living TV programmes covered by the partnership include Will & Grace, Charmed and CSI.

The deal, which was brokered by Tony Roberts from IDS and Andrew Johnston on behalf of Arena BLM, is the first sponsorship deal between IDS and Pathe Distribution.

Easy Virtue, which has its UK cinema release on Friday November 7, is a romantic comedy based on the play written by Noel Cowards and was originally released as a film by director by Alfred Hithcock in 1928.

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