The full trailer of the new Warner Bros film 'Inception' is to be shown on Channel 4's movie-themed break, 'Orange Movie Zone', this evening (15 June), ahead of the film's release tomorrow.

A spokesman for Warner Bros' media agency PHD said it was the first time Channel 4 had extended the movie-themed break to accommodate one trailer.

The trailer of 'Inception', which is directed by Christopher Nolan ('The Dark Knight') and stars Leonardo DiCaprio, Ellen Page and Michael Caine, will be broadcast after the run-out of the youth soap, 'Hollyoaks'.

Richard Desforges, media director at Omnicom-owned PHD, said: "The Orange Movie Zone is a great opportunity to engage cinemagoers with an appointment-to-view ad break."

Desforges added: "Taking over and extending the whole break to showcase the stunning full-length trailer of 'Inception', perfectly reflects the stature of this release, generating awareness and buzz in the early stages of our campaign."

The full theatrical trailer will also run around 9pm on Film Four every night this week.

Earlier this month, PHD GRoup won Porsche's estimated £70m global media planning and buying account, following a battle against MediaCom, Starcom MediaVest Group and MPG.

Sourcle article: Media Week