Starting today, cinemas across the UK will screen a special UNICEF appeal film ahead of this weekend’s blockbusters, as part of our emergency appeal for the children of East Africa.
The film, featuring UNICEF UK Ambassador Ewan McGregor, is part of UNICEF's new Time to Share campaign.
It will be shown in almost half of all the cinemas in the country, at theatres owned by Odeon, Vue and Picturehouse.
"With so much suffering taking place in East Africa, we at Vue are pleased to support this critically important emergency UNICEF appeal," said Tim Richards, the CEO of Vue Entertainment.
"Cinemas have all generously shared their time and their hugely valuable advertising space with us," said UNICEF UK’s Executive Director, David Bull. "We are extremely grateful for their support."