The Walt Disney Company UK and Ireland today debuts its campaign to support one of its long-term charity partners, MediCinema, to help raise awareness of the power of the big screen for NHS hospital patients and help generate support and awareness for the charity.
As part of its work with children’s hospitals around the world, Disney has proudly supported MediCinema over the last 25 years through its Movie Moments programme; which brings movie magic to patients, their families, and the medical staff who care for them. MediCinema is the UK charity that builds and runs cinemas inside hospitals equipped with space for beds, wheelchairs, and medical equipment. These free screenings bring the magic of movies and power of cinema directly to patients and their loved ones, transforming times of anxiety, stress, and isolation on the wards into shared joy, comfort, and hope.
The 90 second film created in collaboration with Feref and produced by Tinderflint for The Walt Disney Company UK and Ireland tells a heartfelt story of three children in hospital and the joy, excitement, and escapism they feel from the big screen cinema experience. Set in a hospital setting the short film takes viewers on a journey as they see each child’s imagination come to life, as they are transported into their favourite film’s world.
The powerful story shows each patient escaping into the world of three of some of the most-anticipated releases this Spring Summer – Disney’s “Lilo and Stitch”, Marvel Studios “Fantastic 4: First Steps” and Disney and Pixar’s “Elio”. The short film has a call to action at the end for fans to sign up to support MediCinema’s mission at medicinema.org.uk/disneymagic.
The campaign will go live on Disney’s owned channels from May 21st and be shown in Vue venues across the UK and Ireland from June.
Lee Jury, Senior Vice President, Studios Marketing at The Walt Disney Company EMEA said “In this short film we wanted to tell a powerful story about how transformative cinema can be. The work of MediCinema and the remarkable experiences that they create help hospital patients truly escape into other worlds, where they can feel the physical and mental benefits of immersing themselves in stories and films that are transportive when experienced on the big screen.
“At Disney we wanted to bring some of the most beloved characters and stories in our most anticipated titles of the year into MediCinema and this wonderful short film features Lilo and Stitch, The Fantastic Four: First Steps and introduces Elio in one heartwarming piece.”
According to MediCinema’s research, 93% of hospital patients say the experience reduces stress and anxiety and 94% say it reduces the isolation felt in the hospital. Colin Lawrence, CEO at MediCinema said “Our charity is there to help patients at their most challenging times. We are so grateful to our partners at Disney for this wonderful short film. It brings to life how stories, characters and our unique cinema experiences can make such a difference to being in hospital, helping to change children’s perceptions of being in a clinical environment and giving them and their families the opportunity to enjoy some normality together.”
Narinder Shergill at Vue UK and Ireland, said: “As a longstanding partner of MediCinema, we’re proud to showcase this touching film across our venues. It beautifully reflects our shared belief in the power of big screen storytelling as a means of escapism. We look forward to bringing this inspiring story, created by MediCinema and Disney to our audiences.”
Find out more at www.medicinema.org.uk/disneymagic.