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Vue Cinemas has teamed up with British acting icon Simon Pegg and MediCinema, a charity dedicated to bringing the power of cinema to hospitals, to create a heartfelt short film that highlights the escapism cinema offers to patients.
The short film will be screened exclusively in all 86 Vue sites across the UK. The film is directed by Jonathan Harris and tells the true story of Sienna Dell, a four-year old battling congenital diaphragmatic hernia, a potentially life-threatening birth defect and a series of heart conditions. Through the power of film, Dell is transport away from her hospital and into a universe of cinematic worlds.
Speaking of the campaign, Pegg said: “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.”
The film will end with an invitation to donate to MediCinema, with customers given the option to donate 50p to the charity when purchasing tickets.
For more information on MediCinema, visit their website here http://www.medicinema.org.uk.
Simon Pegg can be seen in UK cinemas now in Mission: Impossible – Fallout.
The story originally appeared on The Drum.