MUMBAI: The UK Film Council will allocate further funding to support digital innovation in distribution, following a positive response to a trial that has helped rights holders harness the internet to transform the way British audiences discover and engage with films.

The digital innovation in distribution strand has so far supported five UK distributors using innovative digital and online tools to market films and develop audiences over a longer lead time. It will now go on to make seven further awards of up to £30,000.

UK Film Council Distribution and Exhibition Fund head Pete Buckingham said: “We’ve had a great response to this scheme, which suggests that rights holders are keen to find new ways of connecting with filmgoers using the internet. We’re looking forward to supporting more inventive digital campaigns that tap into the appetite for cinema in the UK and help audiences discover film online.”

The digital innovation in distribution strand is part of the UK Film Council’s Prints and Advertising (P&A) Fund which helps gain broader exposure for films.