Cinema body in digital film drive

Digital cinema technology company Arts Alliance Media (AAM) is to launch its first PR campaign to educate cinemas and film distributors about the cost and flexibility benefits of digital screenings.

AAM has hired Johnson King PR to target cinema trade press and business titles such as The Economist.

Johnson King account director Claire Ayles said the benefits of digital were highlighted by the fact that there is only one quality version of It’s a Wonderful Life in the UK, which limits cinemas’ scheduling flexibility.

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