The digital campaign, entitled ‘have a heart – help a child’, will run from February to March and be rolled out across Cineworld’s 100 outlets on digital formats to include foyer TV screens,  foyer digital posters, ATM machines, tills, mobile phones, and social media, aiming to encourage cinema-goers and members of the public to donate to the charity. 

Visitors to the cinema will also be able to purchase Variety’s iconic Gold Hearts pin badge.

Corporate partnerships are vital in helping Variety, the Children’s Charity to raise funds that will help in the transformation to improve the lives of the 1 million disabled children and 4 million young people living in poverty in the UK.

Cineworld Group plc is one of the leading cinema groups in Europe with over 100 cinema chains in the UK.

Since 2008, Cineworld UK has been proud partners with Variety, the Children’s Charity raising thousands to help fund Sunshine Coaches, wheelchairs, and specialist equipment brightening the lives of disabled and disadvantaged children and young people.

More than 650,000 Cineworld fans saw or engaged with the campaign’s onsite TV and poster screens, as well as the dedicated mobile app, when they celebrated Cineworld Day across all 100 sites.