Brit film awards signs up Mission

The British Independent Film Awards has brought in Mission Media to promote this year's awards and the run-up to its tenth ceremony in 2007.

Mission will seek to promote the awards to a wider audience and cash in on their association with stars, such as Keira Knightley and Sir Ian McKellen.

‘The awards have to be more creative about their press coverage and we'll be going beyond the movie magazines,' said Mission director Thomas Bunn. ‘It's fair to say we're trying to create a British Sundance film festival.'

The Sundance festival, this year held in Utah, is renowned for promoting independent movies.

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