Stella Artois sponsors C4's broadband-only film show

Stella Artois is sponsoring a broadband-only cinema preview show on Channel 4's website.

Movie Rush will be available weekly at channel4.com/movierush and is the broadcaster's latest attempt to beef up its online content and bring in more commercial revenue away from television.

C4 has spent years working on video-player technology - along with other organisations such as the BBC - and Movie Rush uses the latest version, which it plans to roll out across its web content.

The broadcaster claims the cinema show is a perfect fit for showing exclusively to an online audience, although the video player will also be used to show highlights from TV shows, old and new.

Stella, which already sponsors films on C4 television, has signed a six-month deal to back the 10-minute programme, which will review two new cinema releases each week, alongside a recent DVD release.

A "Coming Soon" section will look ahead to a soon-to-be-released movie.

Jo Sathiaraj, senior commercial executive at Channel 4 New Media, said: "Movie Rush is perfect for online viewing - it's visually stunning, packed with entertaining content and perfect for users looking for a quick catch-up of the week's top films.

"We're delighted that Stella Artois has chosen to sponsor the programme, a great fit with its existing sponsorship of FilmFour and Channel 4 Film."

Andrew Clark, account manager at Stella Artois' digital agency Draft London, added: "Statistics show Stella Artois' digital audience has high broadband penetration, therefore the timing of Movie Rush is perfect for us.

"It's executed brilliantly, ensuring that the technology does not shadow the essence of what this is all about - bringing great content to film lovers."

The first edition of the show - which has no presenters and relies on clips and the latest broadband typography - features reviews of Walk The Line and Grizzly Man, the The Brat Pack Selection DVD and a look ahead to the movie Capote.

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