The cartoon short before the main feature used to be an integral part of the cinema going experience. Generations of adults remember them fondly and now in a media first, Cartoon Network UK is bringing them back as a way of promoting its TV brand to the kids of today. This seven figure campaign is Cartoon Network's single largest ever marketing initiative.

From April, in a national campaign negotiated by MediaCom, major kids' films at Odeon (Carlton Screen Advertising) and Vue (Pearl and Dean) cinemas will be preceded by six-minute Cartoon Network shorts which will receive an estimated 20 million admissions per year.

Three individual Cartoon Network shorts have been created to be released throughout the year, each starting and ending with the same scenario. All will begin with Cartoon Network's well known characters fast-talking their way into a cinema. When they sit down to enjoy the film, it will then launch into the cartoon short for characters and audience alike. Each one will then end with an animated curtain coming down, reminding the audience to watch the channel thereby 'top and tailing' the short with a subtle but effective message.

"This is a completely new way for a kids TV channel to talk to its viewers," said Nibs Dearsley, Marketing Director for Cartoon Network. "These cartoons will give them the Cartoon Network experience at the cinema and takes TV out of the home and into the leisure environment."

"With 94% of kids attending the cinema each year, coupled with the recent explosion in the number of family films, cinema is the perfect way of reaching Cartoon Network's target audience" said Catherine Aylward, Planner at MediaCom.

The Cartoon Network shorts will begin at the advertised film starting time. In addition there will be posters in the cinemas, inclusion in the listings in the in-foyer flyers, presence in the cinemas magazines and websites - all of which considerably add to the weight of the campaign.

All media was planned and booked by MediaCom for Cartoon Network.

Editor's notes:
Cartoon Network is the home of the cartoon stars and the best place for comedy, games and fun. On TV it offers the best entertainment 24 hour a day from its own major hit shows including Foster's Home for Imaginary Friends, Dexter's Laboratory, The Powerpuff Girls, Codename: Kids Next Door, Ed, Edd n Eddy, Robotboy and The Cramp Twins. The Cartoon Network experience is also available on its multi-award winning website, with games on digital cable and satellite, on mobiles and from its best selling comics. Since launching as a pan-European channel in 1993 Cartoon Network now has localised services throughout Europe, the Middle East and Africa in 14 languages, where it is available in 41.3 million homes. Channels are operated by Turner Broadcasting System Europe Limited, a Time Warner Company.

MediaCom is one of the world's largest Media Communication Specialists, with billings exceeding US$13 billion and 106 offices in 81 countries around the globe. The MediaCom family of companies in the UK includes such leaders in their fields as: Media.Com, interactive marketing agency; Direct MediaCom, direct response agency; SponsorCom, communication sponsorship specialists; and The Entertainment Division, branded entertainment agency. MediaCom Worldwide is a member of WPP, one of the world's largest marketing communications companies, and is a part of Group M, WPP's largest worldwide media agency group. For further information, visit www.mediacom.com.

Vue Entertainment is the flagship cinema brand for Pearl & Dean (with 55 prime locations nationwide) and was recently crowned as the Best Exhibitor by the industry at large having set an entirely new benchmark for UK quality big screen entertainment. Pearl & Dean's Innovations team, working in close harmony with MediaCom, jointly developed a ground breaking communications strategy specifically for Vue Entertainment & Cartoon Network - embracing the return of the short with a six minute mini feature, flyers, quads and website presence across our websites.

Carlton Screen Advertising owned by ITV is the market leader, selling cinema advertising for over 2,500 screens in the UK and the Republic of Ireland. With a market share of 75.3%, CSA holds the contract for market leading exhibitor Odeon as well as Cineworld, Showcase and easyCinema. Jonathan Slot, Account Director, Carlton Screen Advertising says, "As market leader we're fully committed to producing new and innovative media opportunities that enhance the cinema-going experience. These cartoon shorts are a great example of adding value to both consumer and advertiser. Expect more media firsts from us in the future."