Vue enlists Simon Pegg for heartfelt ode to the healing power of cinema
Vue Cinemas are to screen a heartfelt short film starring actor Simon Pegg in partnership with MediCinema, a charity dedicated to bringing the escapism of film to patients undergoing treatment for severe illnesses.
The short will be screened across all 86 Vue sites in the UK and tells the story of Sienna Dell, a four-year-old child battling congenital diaphragmatic hernia, a potentially life-threatening birth defect and a number of heart conditions.
Directed by Jonathan Harris the moving piece explains how the magic of film can transport Dell away from the confines of the Chelsea and Westminster hospital to a multitude of cinematic worlds.
Pegg remarked: “I am honoured to be a patron of MediCinema, a truly wonderful charity that brings the magic of film to hospital patients across the UK. We had a wonderful time making this short film, and sincerely hope that it encourages people across the country to support MediCinema whenever they go to see a film.”
An invitation to donate to MediCinema will be screened at the end of every film and customers will also be offered the chance to donate 50p when purchasing tickets.
Vue is increasingly championing VIP experiences, eSports and live broadcasts in a bid to retain footloose audiences.