Channel 4 will play an exclusive clip from Dawn of the Planet of the Apes later tonight (June 21).
The clip will take up an entire advertisement break. Viewers will then be able to vote on Twitter to decide which clip they would like to see next week.
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Viewers can vote either #Humanstory or #Apesstory to @ApesMoviesUK.
The takeover will take place at approximately 9.27pm during the first ad break of the UK premiere of The Hunger Games
The following ad break will feature a further 60-second exclusive clip, as well as the results of the Twitter vote.
"Fox were looking for an innovative way to launch Dawn of the Planet of the Apes and by utilising the immediacy of Twitter in terms of feedback, we are letting the viewer take control and decide what they see," said Angus Mitchell, Agency Principal at Channel 4.
"We're really pleased to be working with Fox again," he continued. "The fantastic campaigns we are producing together show what true collaboration can deliver."
Dawn of the Planet of the Apes opens on July 11 in the US and on July 17 in the UK.
Watch a trailer for Dawn of the Planet of the Apes below:
