The train operator is getting in on the action by showcasing some of the films that will be screened as part of the festival, which takes place from Thursday 3 until Sunday 6 November 2011.

Selected extracts from the festival programme are being projected from on top of the ATM building within the main station concourse to one of the billboards above the main concourse within York station to act as a focal point for people passing through the station and to capture people’s imagination.

East Coast Communications Director Paul Emberley, said: “We are really proud to be sponsoring York’s only film festival, Aesthetica, which is the first of its kind and will be a great way of attracting people to the city, who are not only coming to see the festival, but also experience many of the great attractions York has to offer.

“We have been working with the organisers to come up with a quirky way to get people talking and really capture their imagination when they arrive into York. What better way than to get in on the act and have our very own cinema-like projector at York station, showcasing images from some of the films that will be shown at the festival.

“We hope that those arriving into the city by train enjoy the fantastic sight of the projections as they pass through the station, which has recently been named as the Best Station in the UK.”

Aesthetica Short Film Festival (ASFF) Director Cherie Federico, said: “Aesthetica Short Film Festival is the first city-wide film festival to take place in York, bringing over 150 films from around the world to 15 venues throughout the city, such as the Mansion House, Barley Hall, Merchant Adventurers’ Hall, the Yorkshire Museum and even the city walls.

“By screening films, across a range of genres: drama, comedy, documentary, animation, music video in York’s historic and iconic spaces, the festival uses the city as its canvas inviting visitors and residents to explore the city in a new and exciting way.

“Working with East Coast has been a fantastic experience; they have been so helpful and supportive. Installing a large-scale projection in the station offers travellers a chance to see what the festival experience holds. As this is the inaugural year, I’m delighted that East Coast has come on-board from the start. I am excited about our partnership and the future of ASFF in York.”

Aesthetica, York’s first international film festival, will be a celebration of independent film from across the world. A total of 150 films from over 30 countries to be screened at 15 iconic venues around the city, as well as a series of talks with industry professionals and the chance to meet with the film makers themselves.

City.Mobi

Also in England today, City.Mobi is celebrating the success of its new guide to York.

City.Mobi offers the most comprehensive mobile travel guides available, with over 800 cities in 200 countries listed. Each is developed by the City.Mobi team to combine into a single global travel directory.

However, each city retains its own mobile identity via a dedicated domain. Already on offer are Brussels.Mobi, Paris.Mobi, Sanfrancisco.Mobi and Sydney.Mobi.

York.city.mobi is the latest in this illustrious line up, offering click to call functionality – which means no scribbling down telephone numbers.

Most entries are also linked to websites where users can quickly access more detailed information if needed.

Other key features include information on accommodation, restaurants, attractions, entertainment, nightlife, shopping, and transport.

City.Mobi guides include user reviews and traveller utilities such as a translation guide, currency converter, news and local weather guide.