Am sure the people behind this site would have love to not be constrained to the Cinemorld site frame as this promotion would be more impressive full screen. It's simple, the share function is done via addthis and it does the job but it would have been some much better with some films clips, some cool animations and some sounds. The leaderboard could show your house going up until it stop, encouraging you to be more competitive.
http://www.cineworld.co.uk/up
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