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Indeed, 'Safeguaring the cinema-going experience should be a top priority' as Film Financing Limited; "FFL"has long advocated and set out to support. Ye, many including Nato, VUE, AMC and other interested parties would favour old if effete business models and methods innappropriate to meeting the challenges facing both the Financing and the Film industries. Perhaps the time has come for the signatories and recipients of the 'open letter' seeking 'to place cinemas at the centre of a' "new agenda for film" to take another look at FFL's proposal designed to secure their interests and the interests of those they need, a local and global objective.