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| People at prayer in the controversial advert |
Digital Cinema Media (DCM), the organisation which represents large cinema chains including Vue and Cineworld, has refused to show an advert which promotes the Church of England and its new website, Just Pray. The advert, which was due to be shown befoe Star Wars: The Force Awakens, features assorted individuals and groups of people reciting parts of the Lord's Prayer.
The Church has objected to the rejection of the advert, saying "In one way the decision of the cinemas is just plain silly but the fact that they have insisted upon it makes it rather chilling in terms of limiting free speech."
DCM says that the decision is a matter of policy and that t will not show adverts which relate to people's personal beliefs, "specifically those related to politics or religion." It denied accusations that it is attacking Chrstianity, saying "in this regard, DCM treats all political or religious beliefs equally."
Last year it showed adverts supporting both the Yes and No campaigns in the run-up to the referendum on Scottish independence, and it was heavily criticised for doing so, with many viewers reporting that they found it offensive.
The BBFC, which does not take into account religious or political concerns, gave the advert a U rating.
