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BAFTA-nominated actor Ray Winstone, star of Nil By Mouth and Sexy Beast, is to star in a new ad as part of a nationwide campaign by Digital Cinema Media (DCM) to promote cinema as an advertising medium.

The 40-second ad is the second in the series with the strapline 'Cinema: why advertise anywhere else'; the first ad, Captivating Canvas, also produced as part of the competition with the NFTS, ran for three months in cinemas in January 2010 and generated over six million impacts.

The latest commercial will run nationwide on DCM screens from October 1st this year and is the work of producer Kurban Kassan, director/editor James Griffiths, director of photography John Lee and post producer Juan Pablo Salazar. The competition is part of a long term plan to build stronger ties with the film industry whilst supporting the country's emerging talent through the NFTS.