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More than 50/50 chance of success

The Men’s health charity Movember is getting behind Jonathan Levine’s “cancer comedy” 50/50 which is being released in the UK on Nov 25.

Men’s health charity Movember - which during the month of November encourages men to grow moustaches to raise funds for cancer awareness - has teamed up with Lionsgate to support the launch of Jonathan Levine’s 50/50 which hits UK cinemas on November 25.

Joseph Gordon Levitt plays a regular Seattle guy who discovers he has a rare cancer in his back, while Seth Rogan plays his best friend who makes light of everything.

Movember will promote the “cancer comedy” via its website, newsletter and social media platforms, showing exclusive clips of Seth Rogan encouraging people to get behind Movember. In return, Lionsgate will be giving away tickets to pre screenings of the film. The deal was negotiated by media agency MEC.

Georgia Kaufman, head of marketing, Lionsgate said, ‘’With the November release date of the touching comedy 50/50, Movember is the perfect partner. The tie-up gives them great content for their website through exclusive clips, while allowing us to support a relevant cause with screenings.”

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