Channel 4 and Lionsgate partner for The Jump sponsorship

11 January 2016

Channel 4 and diversified film and television producer and distributor Lionsgate UK today announced an innovative cross-promotional partnership under which the studio will sponsor Channel 4’s hit winter television sports series The Jump to promote the inspirational and uplifting feature film Eddie the Eagle, slated for release by Lionsgate across the UK & Ireland on April 1, 2016. Eddie The Eagle is based on the true story of Michael Edwards (aka “Eddie”), Great Britain’s first Olympic ski jumper.

Taron Egerton (Kingsman: The Secret Service) stars as Eddie and Hugh Jackman (Wolverine) portrays coach Bronson Peary. The film is directed by Dexter Fletcher (Sunshine on Leith) and produced by Matthew Vaughn (Kingsman: The Secret Service) alongside Adam Bohling, David Reid, Valerie Van Galder and Rupert Maconick.

The cross-promotional partnership will run for six weeks starting Sunday 31st January and has been planned and implemented by media agency Carat UK.

The new television series The Jump, presented by Davina McCall, is set to be bigger and better than ever with more challenging courses and dramatic twists to keep the famous faces on their toes. Eddie ‘The Eagle’ Edwards will also be back to offer some sound advice on perfecting their ski jumping skills.

Creative agency Empire Design are responsible for the creative which reveals teaser footage from the biopic. A series of idents will tell the story of Eddie each week, from his early struggles to competing at the Winter Olympics.

Angus Mitchell, Agency Principal, Channel 4 said: “It’s been great to be able to work with Lionsgate UK again and to provide them with such a perfect fit for their Eddie the Eagle promotional campaign. We are always looking for new and innovative ways to create more engaging ad solutions, and featuring exclusive footage from the film is sure to entertain viewers of The Jump.”

Rupinder Downie, Partnership Controller, Channel 4 said: “The Jump is one of Channel 4’s most anticipated shows of the New Year and it’s great to be able to link with Lionsgate UK to provide the perfect platform for them to promote the release of Eddie the Eagle later this year. ”

The partnership was brokered by Channel 4 Sales’ Melanie Ball, Partnerships Account Manager, together with Rob Honeywood at The Story Lab, Carat UK.

Michael Scammell, Senior Marketing Manager at Lionsgate UK said: “Eddie The Eagle and The Jump are perfect partners. The show’s combination of inspirational and entertaining content absolutely complements the film’s key message – reach for the sky and do yourself proud! We’re delighted to be able to partner with Channel 4 in such a perfect environment.”

Rob Honeywood at The Story Lab, Carat UK said: “There is a real synergy between the journey of the contestants on The Jump and Eddie’s own inspirational journey in the movie. We believe that this synergy, coupled with the show’s ability to target a broad demographic, brings Eddie’s story into the hearts and minds of audiences up and down the country.

Ends.

 

About Eddie the Eagle         

Eddie the Eagle follows the realisation of the childhood dream of Michael Edwards (a.k.a Eddie), and his unflinching determination to become Great Britain’s first Olympic ski-jumper. Reluctantly aided by former ski-jumper Bronson Peary as his coach, Eddie is unwavering in his quest to reach the 1988 Calgary Winter Games. Eddie the Eagle is an uplifting, inspirational story that celebrates human spirit, passion, and one man’s refusal to accept defeat.

Taron Egerton (Kingsman: The Secret Service) stars as Eddie and Hugh Jackman (Wolverine) as coach Bronson Peary. The film is directed by Dexter Fletcher (Sunshine on Leith) and produced by Matthew Vaughn (Kingsman: The Secret Service) alongside Adam Bohling, David Reid, Valerie Van Galder and Rupert Maconick.

Eddie the Eagle is joined by a supporting cast that includes Jo Hartley (‘This Is England’), Tim McInnerny (‘Blackadder’), Keith Allen (‘Robin Hood’), Iris Berban (‘Rosa Roth’) and Rune Temte (‘The Last Kingdom’), Christopher Walken (‘Catch Me If You Can’) and Jim Broadbent (‘Bridget Jones’ Diary’).

Eddie the Eagle will be released in the UK & Ireland by Lionsgate Films on April 1st 2016.        

 

About Lionsgate UK

Lionsgate U.K. is the diversified U.K. based filmed entertainment arm of Lionsgate (NYSE:LGF), the leading independent filmed entertainment studio. The company (formerly Redbus Film Distributors) was acquired by Lionsgate in October 2005 and has since established a reputation in the U.K. as a leading producer and distributor and acquirer of commercially successful and critically acclaimed product, recently releasing the acclaimed

“TESTAMENT OF YOUTH”, Alan Rickman’s “A LITTLE CHAOS” starring Kate Winslet, “A ROYAL NIGHT OUT” and “SURVIVOR” starring Milla Jovovich and Pierce Brosnan. In 2014 the company’s diverse slate included the third instalment of the record breaking blockbuster franchise “THE HUNGER GAMES: MOCKINGJAY pt1” starring Jennifer Lawrence, Liam Hemsworth and Josh Hutcherson. Upcoming 2015 releases include Joel Edgerton’s directorial debut, “THE GIFT”, Terry Jones’ “ABSOLUTELY ANYTHING” starring Simon Pegg and the vocal talent of Robin Williams, the Sundance hit “BROOKLYN”, the Cannes International Film Festival hit “SICARIO”, “LONDON HAS FALLEN”, and the last instalment of The Hunger Games franchise “MOCKINGJAY pt2”.

Its prestigious and prolific library of nearly 16,000 motion picture titles and television episodes – including Mad Men, Anger Management, Nurse Jackie, Weeds and the E! Channel’s first scripted drama, The Royals – is a valuable source of recurring revenue and a foundation for the growth of the Company’s core businesses – film production and distribution, TV programming, home entertainment, family entertainment and video-on-demand content. The Lionsgate U.K. brand is synonymous with original, daring, quality entertainment in markets around the globe.

 

About Carat UK

Carat’s mission is to Redefine Media. Carat creates better business outcomes for clients through its command of media convergence. Established in 1968 as the world’s first media agency, Carat is part of Dentsu Aegis Network, the global communications network Innovating the Way Brands Are Built. Consistently at the top of RECMA’s Global Qualitative Evaluation ranking, Carat serves clients in 150 countries via a network of more than 9,000 talented staff. For more information visit Carat.com or follow @CaratUK or @CaratGlobal.