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Some 750 cinemas across the UK will be running a short film to challenge movie attitudes to facial disfigurement.
The one-minute film, starring Downtown Abbey's Michelle Dockery and Leo Gormley, will be shown ahead of feature films at Odeon cinemas for a fortnight.
"We are not suggesting that no villain has a scar, we're just saying, let's be more creative about this," said Alison Rich, of charity Changing Faces.
"It's just become a very lazy shorthand for film-makers," she adds.
"Without saying or doing anything, an actor with a scar can walk on screen and audiences are attuned to thinking 'there's a baddie'," Ms Rich, who is heading up the Face Equality on Film Campaign, told BBC News.
http://www.bbc.co.uk/news/entertainment-arts-17702160
The one-minute film, starring Downtown Abbey's Michelle Dockery and Leo Gormley, will be shown ahead of feature films at Odeon cinemas for a fortnight.
"We are not suggesting that no villain has a scar, we're just saying, let's be more creative about this," said Alison Rich, of charity Changing Faces.
"It's just become a very lazy shorthand for film-makers," she adds.
"Without saying or doing anything, an actor with a scar can walk on screen and audiences are attuned to thinking 'there's a baddie'," Ms Rich, who is heading up the Face Equality on Film Campaign, told BBC News.
http://www.bbc.co.uk/news/entertainment-arts-17702160