What's ethics got to do with it Providing an ethical framework for the cinema exhibition sector in the shadow of 'the dirty dozen' in the UK

This paper explores how film marketing in the UK fares in terms of its ethical theory, practice and policy. Based on an examination of film marketing theory, practice and policy, the paper identifies three ethical dilemmas- These are the discrepancy between national policy and commercial practice in terms of social access, sustainability and diversity of choice. The paper offers an integrated supply chain model as a method for redressing commercial as well as ethical challenges facing the industry.