British Public to Give Kevin Macdonald's 'Life In A Day' Distribution Push

Backers partner with YouTube and Vue Cinemas for Plan.

LONDON -- Oscar winning director Kevin Macdonald’s Life In A Day, is hoping to enlist the help of the great British public en route to selected theaters here in the U.K. from June this year.

The micro-distribution partnership between the filmmakers, YouTube and Vue Cinemas aims to allow the British public to promote the film’s cinema release and in doing so raise money for charities across the U.K.

A special website with advice and tools on how the public can join the campaign is being launched which will include a 30 second app that creates a personalized poster and fully downloadable film footage which campaigners can cut to create their own trailer mash-ups.

25 percent of each ticket sold online goes to charity and cinemagoers will get to choose which charity organization their donation is made to, from biggest international organizations to local school projects.

Macdonald’s film, borne out of a partnership between Ridley Scott’s Scott Free London production company and YouTube, splices together footage shot on a single day, July 24 2010, by people around the world tasked with capturing a moment of their lives on camera.

It unspooled in Berlin earlier this year to critical and audience acclaim and will turn up in local Vue cinemas around the U.K. from June 17.

"This film was originally devised to invite anyone and everyone to contribute to its making," said Scott. "Now we want you to be a part of that experience again by helping to bring it to your town or village, so that you too can help share this inspirational cinematic event."

Scott Free head of distribution Chris Billows said: “The Micro-distribution concept is a micro revolution in the film releasing process. Designed for the Twitter and Facebook world, it is a new business model - crowd sourced film distribution."

Vue marketing and sales director Mark de Quervain said:  “Whilst raising a significant amount for charity we're also developing a new model for film distribution where the public can play an active role in how a film is promoted."