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UK cinema chain exploits uncertain climate

Amid cinema consolidation in the US and a nine per-cent downturn in the UK television advertising market in the first seven weeks of 2001, UK exhibition giant Warner Village Cinemas has secured a proven vehicle for increasing brand awareness. The company has signed a $1,455,400 (£1m) deal to sponsor the London Weekend Television (LWT) regional weather slot for a 12 month campaign.

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