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The BBC has signed up as the first advertiser on Carlton Screen Advertising's short-film showcase format to promote its leading brands, such as Radio One, at the cinema.
The corporation will use the initiative, which kicks off this month, to highlight content from various TV and radio shows, including cult comedy The Mighty Boosh and clips from Radio 1 shows played over a blank screen.
The three- to four-minute slots will screen before the main feature, and are designed to achieve greater cut-through and allow brands more freedom than the traditional 30-second spot.
The BBC had cut its spend on cinema in the first 10 months of this year to just …