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Mental health charity cinema campaign delivers 650,023 impacts

LONDON - The release of 'Date Night' helped mental health charity Time To Change's cinema campaign deliver 650,023 impacts last weekend, according to estimated figures from Digital Cinema Media.

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The first half of the ad, which was created by Miles Calcraft Briginshaw Duffy with comms strategy by Naked, is a pretend trailer for a forthcoming film called 'Schizo', complete with scary sound effects and fake quotes from reviews.

A door then opens to reveal a man in a homely kitchen talking about being diagnosed with schizophrenia, and how that does not mean he is a "monster" or is unable to live a normal life.

The cinema ad, in activity planned and bought by independent media agency The7stars, ran against 12A, 15 and 18 films, including ‘Date Night', ‘Kick-Ass' and ‘The Ghost'.

The newly released ‘Date Night', starring comedian Tina Fey from 'Saturday Night Live' and '30 Rock', was the most-watched film of the weekend, with an estimated 259,674 impacts.

The 3D action film ‘Clash of the Titans' from Warner Bros continued to perform strongly and was the second most-watched film of the weekend, with an estimated 168,435 impacts. ‘Clash of the Titans' has delivered an estimated 3.1 million impacts since it was released.

‘How to Train Your Dragon' from Dreamworks, the animators behind 'Shrek', has also performed consistently well at the box office since it was released. ‘How to Train Your Dragon' was the third most-watched film and delivered an estimated 164,328 impacts last weekend.

Box office figures (24&25 April)
Film Weekend box office total (£) Weekend impacts Total box office earnings so far (£) Impacts so far
Date Night (20th Fox)  1,272,405 259,673 1,272,405 259,673
Clash of the Titans (Warner)  985,344 168,435 18,070,779 3,089,021
How to Train your Dragon (Paramount)  821,638 164,328 14,256,991 2,851,397
Dear John (Paramount)  812,287 165,773 3,576,643 729,926
Kick-Ass (Universal)  635,270 129,647 10,241,210 2,090,043
The Ghost (Optimum)  631,032 128,781 2,047,538 417,865
It's a Wonderful Afterlife (Icon)  464,468 94,788 464,468 94,788
Nanny McPhee 2 (Universal)  397,371 99,343 15,169,311 3,792,328
Alice and Wonderland (Disney)  278,855 55,771 41,915,826 8,383,164
The Jones (E1 Films)  247,178 50,444 247,178 50,444
Cemetry Junction (Sony)  202,587 41,344 1,132,948 231,214
The Blind Side (Warner)  131,153 26,766 5,933,635 1,210,946
Centurion (Warner)  114,147 23,294 114,147 23,295
Shutter Island (Paramount)  82,495 16,836 10,599,763 2,163,217
Remember Me (E1 Films)  70,866 14,462 3,572,119 729,004

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