The story so far: The Mountain Within was finally completed less than two weeks before its premiere. At that time we didn’t even know that there would be a premiere but pressed on regardless, knowing that the Special Olympics GB National Games were too good an opportunity to miss to promote the film and its message with or without a cinema onboard.

Ten days before the start of the Special Olympics GB National Games, the cinema chain we had been in discussions with for several weeks made their final decision and it was not what we hoped for. Twenty four hours later, everything changed again when Showcase Cinema de Lux stepped in, offered us two prime screening slots and moved like lightning to get everything in place in time.

With less than ten days to promote the Leicester screenings from scratch, we had to move like lightning too. As always, everyone was fantastic. Nick Romney built our website in less than a day, our PR team – Jane Atkinson and Mary Collins – launched into action and almost immediately secured two radio slots and a piece in the Leicester Mercury, posters and flyers were produced at breakneck speed and Gregory Rinaldi – one of the producers and distributors of The Mountain Within – and his partner Samantha Hammond – who had kindly volunteered to help us promote the film – drove up to Leicester to start raising awareness straight away.

Even so, we knew that when the whole team arrived in Leicester three days before the premiere, we would still have a huge mountain to climb. As indeed we did – hitting the ground running doesn’t come close! By the time we left Leicester on Monday night, we certainly felt able to relate to the endurance challenges faced by the Special Olympics GB athletes.

Our three day marathon kicked off the Friday before the premiere when Gregory arrived in Leicester just in time for a talk with Chris Baxter on BBC Radio Leicester. Once Gregory’s adrenalin levels had returned to normal, the next stop was the Special Olympics GB Games Village (at the Walkers Stadium) to set up shop in the athletes’ Cybercafe – where our expanded trailer was screened on loop until Monday night – and meet up with some of the Special Olympics GB organisers.

After adding an extension lead to our shopping list (repeated note to selves: always carry extension leads) and collecting Alison Baxter – the other producer and distributor of The Mountain Within – and Samantha from Coventry station, the day was already over.

With 10,000 flyers at the ready, Saturday morning heralded the start of our ambush on the people and businesses of Leicester. From the outset, the response was warm and welcoming, which was a huge boost, unaccustomed as we all were to accosting complete strangers (we are now planning to audition for The Apprentice!).

Towards the end of Saturday morning, we headed for the Town Hall where the Special Olympics torch was about to arrive. Buoyed by our earlier experience, we tried out our sales pitch on the audience, the performers, the police and other official bodies alike. Intrigued, a community arts journalist approached Gregory who gave an interview to camera there and then. Gregory is now an old pro at this interview lark! It was also our first encounter with Solly the lion who then stalked us (well vice versa actually) everywhere.

After distributing more flyers to every library, museum and shop within a reasonable radius and co-opting two Leicester firemen who are climbing Kilimanjaro next week, we headed on to the Walkers Stadium to continue our ambush as everyone arrived for the Special Olympics GB National Games opening ceremony. Such was our determination to get The Mountain Within in front of as many people as possible that we missed our trailer being played to the crowd of almost 25,000 in the stadium!

The opening ceremony was an extraordinary display of talent, emotion and colour and it was a privilege to be there. The parade by the 2,700 athletes was a sight to behold and it was fitting that the Prime Minister, Gordon Brown, made an appearance to lend his support.

Our first stop on Sunday morning was the Special Olympics GB Games Village to set up our expanded trailer before the athletes and their families, along with the many VIPs, arrived. This time we came equipped with an extension lead, but not unfortunately a kettle lead. Yes indeed, all it takes to bring to life an enormous plasma screen is a kettle lead! Who would have thought it.

With the expanded trailer finally running, we decided to divide and hopefully conquer with Gregory and Sam hosting the trailer at the Games Village and Alison once again taking to the streets of Leicester. Gregory quickly charmed his way into the VIP tent to bend VIP ears, while Alison (once she’d navigated her way around Leicester in the rain with most of the streets and pavements closed for the cycling event!) chatted to those attending an inspirational talk at the New Walk Museum followed by an equally inspirational service of thanksgiving at Leicester Cathedral.

And finally, after a couple of hours of extreme nerves, it was time for the premiere. And what an amazing experience it was. The audience reaction was fantastic, and both the audience and the press were especially delighted to see two of the climbers, James Smith and Pauline, in attendance. After photo calls, and a quick “debrief” in the bar, we all collapsed into bed.

After the success of Sunday night’s premiere and two days in almost constant sales mode, it was hard to motivate ourselves to get out there again on Monday morning but we knew that we could not rest on our laurels. Having saturated Leicester’s shops and restaurants and knowing that most of the athletes and their families would have conflicting demands on their time that evening, we decided to target the spectators at the various sporting events taking place around Leicester that day. And we were amazed to discover that The Mountain Within already had a public profile – numerous people had heard Gregory on the radio, seen the trailer at the opening ceremony or just picked up a flyer.

Alison (herself a lawyer) decided that she couldn’t leave Leicester without targeting the legal community so transferred her efforts to telesales, ringing round all of the major law firms to tell them about the film and encourage them to come and watch it that evening. Once again, the response was extremely positive with several law firms immediately offering to promote it internally. Particular thanks go to Harvey Ingram and Freeth Cartwright in that respect.

Suddenly it was time for the second and final Leicester screening. After a successful premiere and another very positive day in the field, our emotions were completely different this time round. This time round, we were in the mood to relax and enjoy the film. Alongside another very positive audience – including various representatives from both our new friends Special Olympics GB and Leicester City Council, and our old friends Enham and their climbers – we enjoyed The Mountain Within even more than the last time we watched it.

As Alex Adams – one of the climbers – said afterwards “It’s like a Hollywood movie now”.

The Leicester screenings of The Mountain Within were made possible by the geneorisity and support of numerous organisations and individuals, notably Special Olympics GB, Showcase Cinema de Lux and Leicester City Council.

All of the staff at Showcase Cinema de Lux were incredibly supportive. Their professionalism, responsiveness and warmth – together with the amazing Showcase Cinema de Lux facilities – really enhanced both of the screenings. We are indebted to them.

Both Leicester City Council and Special Olympics GB gave up their time and resources to help us promote The Mountain Within despite the fact that they were also working day and night to make the Special Olympics GB National Games a success. Their support is very much appreciated.

Last but by no means least, a huge thank you to the Special Olympics GB athletes and their families and the people and businesses of Leicester all of whom were bombarded with flyers, our trailer and moreover ourselves more or less continuously over a period of three days.

The film was extremely well received and judging by feedback the public are embracing the film and its message as passionately as we are. One of the stars of the film, James Smith, was in attendance and received an amazing reception from the audience. The press were also delighted to see both James and Pauline, another of the climbers, and took full advantage of the photo call opportunities.

Clips from our audience exit interviews will be posted shortly.

Our final Leicester screening is tonight at Showcase Cinema de Lux in the Highcross shopping centre in the heart of Leicester (4 Highcross Lane, Leicester LE1 4SD). Tickets are still available from the box office, online at www.cinemadelux.co.uk or by telephone on 0871 220 1000.

The Mountain Within is based in the games village cybercafe.  We have the trailer and clips from the film playing all day and so far the response has been great.  The games village is the base for the athletes, their coaches and their families throughout the week.  It’s a great place to relax and socialize with plenty of activities and different areas to chill out.  There is also a climbing wall – we haven’t tried that yet!

And of course there is a great film to watch this evening. We hear that two of the stars of the film will be attending the premiere.  Check back later for interviews after the screening.

Live from the opening ceremony of the Special Olympics GB national games. The stadium is almost full and Gordon Brown has just been greeting some of the athletes. The atmosphere is incredible

BBC Radio Leicester - Chris Baxter

Gregory Rinaldi of BRAG Productions, the distributor of the film, arrived in Leicester on Friday to promote The Mountain Within, kicking off with an interview on BBC Radio Leicester. You can listen to the interview here (shortly after 1h 30m – this can only be accessed by those in the UK).

This followed a piece in the Leicester Mercury earlier in the week.

http://www.bbc.co.uk/iplayer/episode/p003sds5/Chris_Baxter_24_07_2009/

On Sunday 26 July 2009, the national cinematic release of The Mountain Within will be launched in Leicester, to coincide with the Special Olympics National Games. This is a joint initiative by Special Olympics GB, BRAG Productions and Showcase Cinema de Lux, all of whom are keen both to promote the ethos shared by the film, Special Olympics GB and Enham and to raise money for Special Olympics GB and Enham.

Showcase Cinema de Lux will host the Leicester screenings on Sunday 26 July and Monday 27 July at 7pm. Tickets can be purchased from Wednesday 22 July at www.cinemadelux.co.uk or by telephone on 0871 220 1000 or at the Showcase box office. Showcase Cinema de Lux is in the Highcross shopping centre in the heart of Leicester at 4 Highcross Lane, Leicester LE1 4SD.

The cinematic release of The Mountain Within has been made possible by the enormous generosity and support of Showcase Cinema de Lux.

The eleven standard screens all feature wall-to-wall screens with the added luxury of custom designed, deep cushioned, rocking recliner seats arranged in a stadium style to ensure cinemagoers an unobstructed view of the screen.

For the ultimate in luxury, guests can enjoy the Directors Hall, a premium auditorium featuring ultra leather seats, and exclusive access to the Directors Lounge where guests can indulge in dinner and drinks before or after the movie.  The Directors Lounge menu offers a wide variety of food from entrees to appetizers, speciality cocktails and a full service bar.

The cinema also features the Studio One restaurant and bar offering an internationally influenced menu, a full service bar, and special children’s menu. The comfortable surroundings of Studio One provide the perfect place for guests to enjoy dinner before or after a movie, catering to parties of all sizes.

Customer service is a fundamental part of the Showcase Cinema de Lux philosophy and the Elite Services team offers a concierge service – on hand to respond to virtually any guest need.

Showcase Cinema de Lux features the latest sound and projection technology including Dolby Digital Sound as well as full digital 3D projection capability in several screens. Guests can also take advantage of reserved seating throughout the complex via online booking and the ability to avoid the queues by printing tickets at home.

Please visit the website for additional information at:  www.cinemadelux.co.uk