Film Distributors Association Aims to Lure Audiences Away From Sports-Filled Summer TV

Andy Murray wins Wimbledon in 2013
Andy Murray wins Wimbledon in 2013
 Getty Images

LONDON – U.K. trade body the Film Distributors' Association, which represents the interests of all major Hollywood studios' overseas releasing arms and 28 company members that account for 99 percent of ticket sales, is bracing itself for a challenging summer.

With looming competition from the FIFA World Cup soccer tournament, in which England qualified to compete, the anticipated return of Andy Murray to defend his singles' title at Wimbledon and the Commonwealth Games in Glasgow, the FDA has launched a campaign to counter the temptation to stay at home and watch TV.

The World Cup runs from June 12 to July 13; Wimbledon will air on the BBC from June 23 to July 6; and the Commonwealth Games go from July 23 through Aug. 3.

The digital campaign to promote moviegoing this summer aims to highlight the spectacle and diversity of films hitting U.K. theaters this summer.

Targeting both infrequent and regular cinemagoers, the campaign includes a 75-second compilation trailer available online and airing in U.K. cinemas.

The FDA also promises to roll out a series of 15 six-minute movie preview shows online.

FDA will promote the campaign elements via its channels on YouTube, Facebook and Twitter.

Movies scheduled to begin a rollout in May in advance of the sports-heavy summer here include Universal's Bad Neighbours, Warner Bros.' Godzilla, Disney's Maleficent and Fox's X-Men: Days of Future Past.

In summer 2013, there were 60.6 million cinema visits in the U.K., generating $730 million (£434 million ) in ticket sales, but there were no soccer or Olympics to distract and Murray had won Wimbledon by then.

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