The Film Council has announced that it will join the All Industry Marketing for Cinema (AIM) to create a company to promote and market generic cinema-going in the UK
The Cinema Marketing Agency (CMA) will launch in August and will aim to strike strategic partnerships promote cinema-going in the UK, and to 'develop innovative marketing initiatives to boost audiences across the board' (Screen Daily)
AIM was created in 1984 for that same reason but the CMA will have a UKP200,000 kitty to cover overheads (split evenly between the two) will seek outside funding from the commercial sector for its proposals, in the form of sponsorship or promotional partnerships.
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