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An ad campaign, created in partnership with Cocktail Marketing, will centre on the release of animated movie Star Wars - The Clone Wars.

The six-week run, beginning this month, will include an offer for every Vue customer to get two free Star Wars audio downloads when they see the film.

The campaign will be promoted in cinemas as well as at myvue.com, which records 2.5 million unique users a month.

The National Year of Reading is a national campaign funded by the Department of Children, Schools and Families. Previous promotional work has included a reading of Narnia film Prince Caspian by one of the film's young stars.

Vue Entertainment operates 62 cinemas across the UK and Ireland and has more than 33 million customers a year.