£1 million launch campaign for Movies 24

New film channel 'movies 24' has launched with a £1 million campaign including advertising across national TV and press.

The campaign focuses on how the station, which has a lineup of only made-for-TV movies, brings "a touch of red carpet glamour to viewers' homes".

TV advertising includes "extensive exposure" across Sky-branded and EMAP channels, while the press campaign will run in dailies ranging from The Sun to the Evening Standard.

Movies 24 comes from Sparrowhawk Entertainment, the company behind the Hallmark Channel in the UK.