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Regional cinema and radio competitions will be running nationwide from 5 April using limited edition Paul Smith T-shirts as giveaways. HMV will also be rolling out promotional activity using the T-shirts as prizes.

The activity will run until the end of the month.

Paul Smith stores in London and Manchester are now stocking the T-shirts, which are retailing for £35. Co-branded instore POP flags up the film, as well as swing tickets that sit on the hangers of the T-shirts. Peter Saville, the T-shirt designer, is known for his work on Factory Records and the Hacienda nightclub's brand images.

Lime Communications, Pathe/The Film Consortium's retained below-the-line agency, brokered the deal between the distributor and clothes designer.

"The promotion works well on so many levels - the coolness of the label and the coolness of the film, and the fact that Peter Saville designed it really bridges fact and the film - it doesn't get more credible than that,

said Mia Bays, The Film Consortium head of distribution and marketing.

24 Hour Party People stars Steve Coogan and depicts the music and dance scene's heritage in Manchester. The film is told through the eyes of Factory Records label boss Tony Wilson.