Digital TV company etv and the UK film industry group AllIndustry Marketing are partnering on a new Sky Digital channel, Eat Cinema,that will be devoted to promoting current films to consumers.

Eat Cinema, channel 199, launchesFebruary 28 with 24-hours-a-day programming designed to lure UKaudiences into cinemas. The programming will include previews of forthcomingfilm releases, behind-the-scenes movie information, coveragefrom red carpet events, competitions, and interviews with cinema goers.

Presenters on the channel include Anthony Crank, Toby Amies, Tessa Dunlop, Emily Booth, MohiniSule and Matt Brown.

The channel also has a website, www.eatcinema.com, providing current filminformation; distributors are expected to plug the channel and the website withtheir individual film campaigns.Exhibitors will promote the new channel with posters and a cinematrailer that will roll out starting March 5.

All Industry Marketing is comprised of more than 140different organisations including Bafta, the UK FilmCouncil, the Film Distributors' Association, the Cinema Exhibitors'Association, and the Cinema Advertising Association.