Film4 doesn't just show great films, it makes great films so it follows that our latest production, How to Lose Friends and Alienate People found a home on Film4. In the lead up to the cinema release Paramount Pictures wanted to generate awareness and drive cinema ticket sales. With Simon Pegg as the star of the movie, Paramount leveraged our strong heritage in British talent with a Film4 branded competition. Editorial coverage of the film and interviews with Simon Pegg ran across the same period providing the optimum environment to for the competition. Entrants had the chance to win an exclusive New York mini-break with a night in a VIP members club. With over 7,000 entries this was a competition that certainly didn't alienate people!