The Orange Movie Zone will be broadcast on a weekly basis every Tuesday from today (4 August) on Channel 4 and E4, and slightly later on Film4, and will promote Orange Wednesdays, the mobile operator's weekly offer of two-for- one cinema tickets for all Orange customers.
The break will begin and end with short Orange idents and feature a maximum of four movie trailers, separated by two second Orange interstitials.
The trailers will feature some of the biggest and most keenly anticipated releases, including GI Joe from Paramount Pictures in early August.
Peter Clark, strategic sales group manager of Channel 4, said: "We wanted to do something completely different and create a destination break that would become a genuine ‘appointment to view'."
The ad break will also be broadcast as a pre-roll on selected entertainment programmes on 4oD, Channel 4's video-on-demand platform, throughout the day on Tuesday, for the duration of the campaign.
The deal was negotiated by Peter Clark and David Amodio at Channel 4 strategic sales and Ian Stevens, account director at Mediaedge:cia. The creative was produced by The Outfit, a creative agency specialising in innovative, content-led advertising solutions for brands and the creative was written and executed by Pete&Tom.