All Industry Marketing (AIM) is the dynamic focal point for UK generic cinema audience development.

As the in-house agency for the industry coalition, AIM is tasked with the development of strategic communications to grow and diversify the audience for cinema.

Established in August 2001, the singular strategic brief of AIM is to increase and broaden the audience for cinema with particular emphasis on building per capita frequency and broadening the diversity of the mainstream audience through national, generic, industry wide promotion.

Established in 1984, the AIM coalition is dedicated to the generic promotion of cinema going throughout the UK. Members of the AIM coalition represent every aspect of the UK film/cinema industry; industry associations the Film Distributors' Association (FDA) (from Hollywood studio distributors to European and local independents) and the Cinema Exhibitors' Association (CEA) (from multiplex operators to your local art house); the UK Film Council (the British government central development and investment agency), BAFTA and the Cinema Advertising Association (CAA) encompassing Carlton Screen and Pearl and Dean.

In 1997 the joint Government and industry film policy review group made two key recommendations within the published 'A Bigger Picture' report. Firstly, to establish a strategic agency for overall film development in the UK; which became the UK Film Council (UKFC).

The second recommendation was to establish an industry marketing agency to promote film and cinema going in the UK; which became All Industry Marketing (AIM). AIM is funded by the UK film industry.

Our partners

The Film Distributors' Association Ltd (FDA) is the trade association representing theatrical film distributors in the UK. Current FDA Members: Buena Vista International (UK), Columbia Tristar Films (UK), Eros Film Distribution, Entertainment Film Distributors, Eros International, Feature Film Company, Gala Film Distributors, Icon Film Distribution, Metrodome Distribution, Momentum Pictures, Pathe Distribution, Twentieth Century Fox Film Co., UGC Films UK, United International Pictures (UK), Warner Bros. Distributors. The FDA is represented on a number of key industry bodies, including: Federation Against Copyright Theft (FACT), British Screen Advisory Council (BSAC) and the Paris based International Federation of Film Distributors’ Associations (FIAD). For more information on the FDA please see the website: www.launchingfilms.com

The Cinema Exhibitors' Association (CEA) represents the interests of 90% of UK cinema operators by number and market share. The CEA membership includes single screen/owner managed sites as well as the largest circuit and multiplex operators. The CEA membership includes UK or European owned circuits, or those part of global operating groups, together with subsidised and non-commercial operations. A selection of CEA Members includes: Cine-UK, National Amusements (UK), Odeon Ltd, United Cinemas International (UK), UGC Cinemas, Vue Entertainment, Apollo Cinemas Ltd, Cosmo Leisure Group, Granada Cinemas, Reeltime Entertainment and a diverse range of cinemas across the UK. The CEA maintains contact with international exhibitor organisations such as the L’Union Internationale des Cinemas (UNIC) and is active within the UK, European and global markets.

The UK Film Council was established by the Government in 2000 as the new strategic agency for developing the film industry and film culture in the UK. The Film Council underlines the importance of film as a key part of the UK's creative industries, which collectively have a turnover of close to £60 billion a year. The Film Council has two key objectives: to develop a sustainable UK film industry and to develop film culture in the UK by improving access to, and education about the moving image. www.filmcouncil.org.uk

The Cinema Advertising Association represents the interests of Carlton Screen Advertising and Pearl & Dean.

Film Education is a registered charity established by the UK film industry (1985) to promote the use of film within the National Curriculum. An integral part of the CMA audience development strategy is to target the present and future young cinema-goer through an annual program of Film Education initiatives. Film Education's unique position as the link between the UK film industry and education has created award winning multi-media campaigns that have become the benchmark for international audience development initiatives. www.filmeducation.org