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Tom Hiddleston has been named the first official ambassador for the BFI.

His new role will see him championing the British film industry at home and abroad, helping to build the next generation of homegrown talent.

Alongside his work in Hollywood blockbusters like Thor, The Avengers and War House, Hiddleston has also made time to champion British filmmakers, starring in films including Archipelago, The Deep Blue Sea and the upcoming High Rise, which is premiering at the BFI London Film Festival.

“Film is an art form – one of the most powerful, accessible, democratic and transformative in our society,” said Hiddleston. “It allows us to see the world around us, and the lives of others. It plays a vital role in establishing our national identity and gives us confidence as a nation. The BFI looks after the most significant collection of film and television in the world. It should be treasured and protected, in the same way we treasure and protect all our great cultural collections, from art and music, to libraries and museums. The BFI’s mission is to ensure that our film culture is kept alive, and to inspire the next generation of film talent. It’s the reason the BFI exists and why I am committed to being a BFI Ambassador.”

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