Cinema marketer reviews £3m media

The UK film industry's marketing body All Industry Marketing is reviewing its £3 million media buying and planning account.

It is understood that AIM has shortlisted four agencies for a campaign scheduled to begin at the end of February. The campaign is designed to drive cinema attendance and increase the popularity of independent films after a downturn in numbers last year.

AIM is also launching a digital TV channel, called Eat Cinema. The channel, which goes live on Sky Digital on 28 February, is a joint venture between the digital TV company etv and AIM.

Eat Cinema is aimed at a mainstream audience and will broadcast 24 hours a day, seven days a week. It will feature a mix of listings, previews and behind-the-scenes programming, as well as promotions and offers.

The channel will also offer up-to-date information about current and forthcoming cinema releases through an interactive service.

AIM last week handed Sky Media the contract to handle sales for Eat Cinema. The trade body's members include Bafta, the UK Film Council and Carlton Screen Advertising.