Disney has detailed a first of its kind collaboration with MediCinema to hold nationwide preview screenings of Christopher Robin a day ahead of the film’s release in the UK.
The partnership will see all proceeds from the screening go to MediCinema, a charity organisation that helps seriously ill children and adults enjoy a shared cinema experience together.
Founded in 1999, MediCinema runs state of the art cinemas in hospitals and is dedicated to improving the well-being of patients, their families and carers across the UK.
The initiative has been backed by British actor and star of Disney’s Christopher Robin, Ewan McGregor – a patron of MediCinema – who launched a call to action urging people to donate to the charity by purchasing tickets to the preview screenings.
Kat Mason, chief executive of MediCinema, said: “We are so grateful to The Walt Disney Company, Ewan McGregor and the UK cinema community for coming together in this way to raise vital funds for MediCinema. You honestly can’t overestimate the difference that going to the movies in your hospital bed can make – it is precious normality, a chance to escpae into other worlds, a shared experience and memory made together when it is needed most.
“Please do come out and see the film on the 16. By buying a ticket you will be helping people seriously ill in hospital and their families to share a precious movie moment together and feel better with film.”
Phil Clapp, CEO of the UK Cinema Association, added: “While everyone working in the UK cinema industry of course believes in the power of the big screen experience, the work of MediCinema shows its ability truly to transform lives. Through these special screenings, UK cinema operators are delighted to give the British public a unique opportunity to ensure that that impact can reach an even wider number of people.”
Preview screening of Christopher Robin will be held nationwide on August 16. To book, visit www.christopherrobinfilm.co.uk