Virgin Media lined up to sponsor film festival

The deal has been agreed between festival’s organisers – the Bradford-based National Media Museum – and the media firm.

The sponsorship covers the city’s 18th festival – from April 19-29 next year – and continues until 2014.

Since 1995 the festival has been a showcase for new and classic films from around the world and has welcomed guests such as John Hurt, Malcolm McDowell, Imelda Staunton, Ken Loach, Fernando Meirelles, Jack Cardiff, Chris Morris, Michael Palin and Terry Gilliam.

Museum director Colin Philpott said: “This fantastic partnership comes at a time when the Museum is looking forward to some very exciting projects which will extend the scope and reach of our programme and collections.

“With Virgin Media’s expertise in multimedia technology and our dedication to inspiring people to learn about and get involved in the world of media I think it is a perfect fit for the Museum’s ambitions.”

Virgin’s director of brand and marketing communications, of Jeff Dodds, said: “We’re incredibly excited about working with the National Media Museum and helping to support and raise the profile of the Bradford International Film Festival.

“We care passionately about the positive impact that media, whether it’s watching films or using the internet, has on people’s lives and this partnership perfectly embodies our ambitions.”

Museum head of development Rob Shaw said: “This is a match made in heaven.”