The UK cinema exhibition sector is banding together to launch Cinemas for Ukraine, a fundraising appeal for counterparts and others affected by the war in Ukraine.
It is a joint initiative between the UK Cinema Association (UKCA), Event Cinema Association and digital agency Powster, and has been developed in discussion with the Union of Cinema Theatres of Ukraine, a trade body representing cinema operators in the war-afflicted territory.
The initiative was launched today at the UKCA’s 2022 conference in London, with an initial £5,000 target. The scheme is being promoted to the cinema sector, but anyone can donate.
Funds raised by the appeal will be directed to the Fedir Shpyg Charitable Foundation, a Ukraine-based charity with experience in providing targeted charitable assistance.
The appeal is in addition to screenings of Elie Grappe’s Cannes 2021 title Olga, about a Ukrainian gymnast displaced from her homeland. Released in previews by 606 Distribution, a donation from each ticket sold has been made to the Disasters Emergency Committee.
“We know that everyone is looking for ways to respond to the horrific news coming from Ukraine, with UK cinemas already playing their part,” said Phil Clapp, UKCA chief executive. “But we also wanted to provide an opportunity for those working in the wider cinema sector to help individuals and their families in our industry that are impacted.”
“There are of course already high profile and long-established organisations like the Disasters Emergency Committee and the Red Cross, who are doing fantastic work in Ukraine,” added Grainne Clarke, managing director of the Event Cinema Association. “This is not an attempt to compete with those, but rather intended to provide another way for people in our industry to show their support for our fellow colleagues whose lives have been torn apart in recent weeks.”
Powster has supported the initiative via creating and hosting the campaign website.
The UKCA conference runs today and tomorrow at the Picturehouse Central venue in central London.
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