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A new release pattern using the oldest of old marketing methods - release day hype. The VoD figures are incomplete - funny that. This doesn't change anything just another TV advertised release for a specialised film - in cinemas one day gone the next - the P&A or TV campaign is poor value against a 28% distributor share, ok it's effectively sponsored by a TV channel masquerading as a producer/distributor but their cash won't create any traction. The film will sell much same quantity as it would have without the hype campaign which oddly appears to justify the status quo for the UK exhib.-distrib. cartel/cabaal.

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