BBCW kicks off new cinema initiative

'Child's first cinema experience' launches in conjunction with three In The Night Garden DVDs.
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BBC Worldwide has launched a new In The Night Garden initiative - Your Child's First Cinema Experience - with Picturehouse Cinemas, the largest circuit of independent cinemas in the UK.

The campaign will include three sets of fortnightly screenings across 18 selected Picturehouse Cinemas and will feature one of the episodes from the latest In The Night Garden DVD, Look At That, which hits retail on March 23rd.

The first screenings take place between March 20th and April 2nd, with more planned in November and early 2010.

During the three fortnights, there will be two screenings of one episode from the latest DVD release on selected dates at 11am and 11.55am. Children's tickets will be available for £3, with adults going free. Every child will also receive a free gift upon entry.

"The launch of 'your child's first cinema experience' initiative will offer families a magical and memorable occasion to enjoy and share together," said Stephanie McLernon-Davies, brand manager at BBC Worldwide. "Picturehouse Cinemas are the perfects partners to deliver this first cinematic release for In The Night Garden."

Gabriel Swartland from Picturehouse added: "We are very excited to be working with BBC Worldwide on this innovative concept, which will introduce a whole new generation of young cinemagoers to the wonders of the big screen and prove an enjoyable activity for mums and carers as well."

A PR and marketing drive will be driving awareness of the launch, with press activity to support all forthcoming screenings in selected regions nationwide.

Full details can be found here.

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