Birmingham to host major UK film premiere

Cineworld, the UK’s leading cinema chain, is to host the UK premiere of Dr Seuss’ The Lorax in 3D at Cineworld Birmingham Broad Street on 22nd July 2012.

The LoraxThe launch marks the first time that Cineworld and Universal Pictures have held a UK premiere outside London, and film star, comedian and director Danny DeVito will be in attendance to celebrate the occasion.

The Lorax is a classic Dr Seuss’ tale that tells the story of a twelve-year-old boy living in an artificial walled city. He must search for a real tree so that he can win the heart of the girl of his dreams and, to do so, he must hear the story of The Lorax, a grumpy yet charming creature who is the guardian of his world. The film also features Zac Efron, Taylor Swift, Betty White and Rob Riggle.

The Lorax is the fourth feature film based on a book by Dr Seuss and the first to be released in 3D. The film topped the North American box office with $17.5 million on its opening day, and is the highest grossing Dr Seuss film ever.

Paul Millington, General Manager of Cineworld Birmingham, commented: “Birmingham is rapidly becoming a top UK city for film. We’re very excited to bring the UK premiere of Dr Seuss’s The Lorax to this city, as well as a host of top film stars.”

Justin Skinner, Cineworld VP Marketing added: “By holding a UK premiere outside London for the first time, we want to prove the strength of regional cinema. Cineworld are thrilled to have the opportunity to host a variety of stars for such an exciting UK film premiere at Cineworld Birmingham Broad Street.”

Emma Gray, Director of Marketing Services for Visit Birmingham, said: “This is a major coup for Birmingham and hopefully just one of a number of premieres we will hold in the city.

“With great events such as this, a range of independent festivals and a whole host of other attractions, Birmingham is proud to lead the way as a cultural destination.”