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Astral Media promotes The Movie Network at Toronto film festival

Astral Media began a street promotion for its specialty channel The Movie Network in Toronto yesterday. The initiative, which continues today, makes use of a branded vehicle resembling an ambulance that arrives at outside various Toronto International Film Festival locations to announce an "impending entertainment emergency." Promotional workers dressed as emergency services personnel and movie addicts emerge from the vehicle to perform a routine for bystanders. They also distribute information about the channel's programming and distribute prizes including film festival tickets, DVD box sets, T-shirts and subscriptions to The Movie Network. Consumers will also be invited to visit a website at <> to enter a draw for a trip to Las Vegas.

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