SALT.TV and Joint Launch Tear-Jerking Medicinema Campaign Starring Simon Pegg

In this visually striking and beautifully moving piece of work, Jonathan Harris combines all of the directorial traits, from emotive character-driven storytelling to cinematic visuals, which make him such an exciting filmmaker to watch. Partnering with Joint London and Vue Cinemas, SALT.TV and Jonathan tell the story of how the charity Medicinema brings joy to the lives of children who spend most of their time in hospital by bringing them an escape into a different world through their on-site hospital cinemas.

The ad, shot on location at Chelsea & Westminster Hospital features several real children including leading lady Sienna, as well as one of the charity's key patrons Simon Pegg, and focuses on the joy that film can bring, allowing the children to for a moment forget aspects of their tough lives. It is a highly-technical achievement with ever-evolving cinematography matching colour, light and mood to the experience of the audience, but is rooted in the genuine expressions played out across Sienna's face as she watches. A very worthwhile cause, brought to life in a unique, imaginative and ultimately moving way; the film is now playing before all PG and higher rated films at 86 Vue sites throughout Great Britain.

For more information on the film, Sienna's story and the vital work that Medicinema do, please visit their site here.