Sick of the football? There's always 'counterprogramming' at the cinema

Supposed ‘women’s films’ are the go-to choice for cinemas trying to lure non-football fans during the World Cup. But this season, they are using some smarter scheduling tacticsWhere will you spend this World Cup? Primarily down the pub, surrounded by pals and beers? Or in the cinema, lapping up chick flicks and chardonnay? If the movie industry is to be believed, it’s a simple choice between the two – hence the phenomenon of counterprogramming.Every so often, canny cinema managers flood the schedules with titles designed to attract anyone desperate to...

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By: The Guardian - 7 days ago

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