Learn to #LoveCinema again with Cinema First

Did you know that cinemagoing has been highlighted as the third most missed out-of-home activity during the lockdown? The survey was undertaken on behalf of the film industry by MetrixLab, and it's the cue for an exciting new campaign from industry body Cinema First.

They've launched #LoveCinema, described as "a nationwide campaign designed to capture the attention of audiences across the country and remind them of the unique experience that only the big screen can offer".

If you've missed the smell of the popcorn and the eye-widening joy of the big-screen experience, then Cinema First are here to blow away the cobwebs of the last few months. In its own words, the #LoveCinema campaign "celebrates the nation’s love of cinema, a central part of our community and the most accessible and popular form of ticketed cultural entertainment in the UK". And here's a special video to give you an idea of what's in store.

As you can see, the above montage celebrates all-time movie classics, and also anticipates big new releases still to come in 2020. This includes Daniel Craig's swan-song as James Bond in No Time To Die, Marvel's Black Widow starring Scarlett Johansson and lots more.

Iain Jacob, Cinema First Chair explained: "The #LoveCinema campaign has been launched to encourage audiences to return to the cinema to fall in love all over again with the unparalleled experience that only the big screen can deliver. The global pandemic has had a colossal impact on the film industry, presenting cinemas across the UK with unprecedented challenges. As an industry that employs over 20,000 dedicated people, of which 40% of are under the age of 30, they need our support. Cinemas are ready to welcome audiences back, and we are calling on the great British film-loving public to escape back to the cinema and enjoy a safer big screen experience."

The campaign follows on from the industry-wide safer cinema initiative, with cinemas following a comprehensive set of government guidelines, produced by the UK Cinema Association in consultation with a range of government agencies and industry partners, to ensure that cinemagoers feel as comfortable and safe as possible.

So, what movies are you most looking forward to during the rest of 2020? Let us know @Cineworld. For more information on the campaign, use hashtag #LoveCinema and visit www.lovecinema.com.