The Walt Disney Company UK and Ireland has unveiled a new campaign for Medicinema to raise awareness about the “magic of cinema” for NHS patients.

Disney has worked with MediCinema for the past 25 years through its Movie Moments Programme, which brings movies to patients, their families and medical staff.

At the centre of the work is a 90-second film that was crafted by Feref and produced by Tinderflint. The spot tells the story of three children in the hospital who find escapism in the cinema experience.

It follows the children into the world of their favourite films, showcasing some of the most anticipated releases from the movie studio this year, including Lilo and Stitch, Fantastic 4: First Steps and Elio.

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Lee Jury, Senior Vice President, Studios Marketing at The Walt Disney Company EMEA said “In this short film we wanted to tell a powerful story about how transformative cinema can be.

“The work of MediCinema and the remarkable experiences that they create help hospital patients truly escape into other worlds, where they can feel the physical and mental benefits of immersing themselves in stories and films that are transportive when experienced on the big screen. 

It will premiere on Disney’s channels from today (21 May) and be shown in Vue venues nationwide from June.

Colin Lawrence, CEO at MediCinema said: “Our charity is there to help patients at their most challenging times. We are so grateful to our partners at Disney for this wonderful short film.

“It brings to life how stories, characters and our unique cinema experiences can make such a difference to being in hospital, helping to change children’s perceptions of being in a clinical environment and giving them and their families the opportunity to enjoy some normality together.”