Warner Bros, cinema chain Vue, retailer Tesco and NX Distribution is working with the producer/financier CinemaNX to promote Richard Linklater’s upcoming drama Me And Orson Welles in the UK.

Warner Bros’ Entertainment UK will become a theatrical distribution partner, while other branches of the company will help to support its distribution via video-on-demand and TV.

Tesco, which has been given exclusive year-long retail rights, will promote the DVDs from spring next year, promoting the tie-in book and soundtrack in the meantime.

Tesco’s entertainment division director Rob Salter said: “NX have devised a model that not only allows us to enjoy exclusive distribution rights, but also gives all the partners in the distribution process the unique opportunity to cross-promote titles in a way that has previously eluded us.”

The division has recently sealed a similar deal with Dreamwork’s Madagascar: Escape 2 Africa.

Vue, which has recently signed a promotional deal with NX, said that the film’s cast, which includes teen heart-throb Zac Efron, is expected to attract a high number of young viewers.

The film is a romantic drama about Richard (Efron), a young actor who crosses paths with young Orson Welles in the 1930s. Other members of the cast include newcomer Christian McKay who plays Welles, and Claire Danes, who plays Richard’s love interest.

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