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Natalie Portman film helps Audi deliver 2.5 million impacts

A new ad for Audi secured 2.5 million cinema impacts over the weekend, when it ran against new releases 'Black Swan' and 'The King's Speech', according to unofficial figures from Digital Cinema Media (DCM).

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The spot is visualised with grey, black and blue graphics, and features a brain that turns into cogs, which then turn into the parts of a car.

It features techno-dance music on its soundtrack and ends with the strapline "The new Audi A7 Sportsback. Imagination needs engineering".

The ad was created by BBH, with media planned and bought by MediaCom. It ran against all new releases, including 'The Mechanic' starring Jason Statham and the Clint Eastwood-directed 'Hereafter' starring Matt Damon.

According to DCM, 'The King's Speech' is the first film to enjoy four back-to-back weekends at £3m-plus in box-office sales since last summer's 'Toy Story 3', making it more popular in its first three weeks than the recent instalment of the 'Harry Potter' series.

'Black Swan', Darren Aronofsky's psychodrama about two ballerinas fighting to be the principal dancer in their company, starring Natalie Portman, opened a week ago with £2.76m in box- office sales.

According to DCM, the success of 'Black Swan' and 'The King’s Speech' , as well as the latest release from Disney, 'Tangled', meant box office takings last weekend were up 28% compared to the same weekend last year, despite  the success of 'Avatar' in January 2010.

Full box office figures (Jan 29-30)
Film Weekend box office Weekend impacts Total box office so far Impacts so far
Tangled (Disney) £5,106,612 963,511.70 £5,106,612 963,511.70
The King's Speech (Momentum) £3,634,265 698,897.12 £24,905,378 4,789,495.77
Black Swan (20th Fox) £2,566,346 493,528.08 £7,305,659 1,404,934.42
The Mechanic (Lionsgate) £921,554 177,221.92 £921,554 177,221.92
The Dilemma (Universal) £669,368 128,724.62 £2,292,011 177,221.92
The Green Hornet (Sony) £655,797 100,891.85 £4,905,398 754,676.62
Hereafter (Warner) £601,728 126,114.81 £601,728 943,345.77
Gulliver's Travels (20th Fox) £585,250 113,533.58 £14,502,379 113,533.58
127 Hours (Warner) £409,363 112,548.08 £6,605,229 1,270,236.35
How Do You Know (Sony) £374,933 72,102.50 £374,933 72,102.50
Little Fockers (Paramount) £311,163 59,839.04 £18,794,947 3,614,412.88
NEDS (Eone Film) £188,141 36,180.96 £632,204 121,577.69
Morning Glory (Paramount) £183,426 35,274.23 £1,041,623 200,312.12
Harry Potter-Deathly Hallows 1 (Warner) £159,118 37,004.19 £52,240,519 12,148,957.91
Biutiful (Optimum) £156,029 30,005.58 £156,029 30,005.58

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