The Mayor of London, film industry executives and entertainers turned out last Thursday for the launch of Film London, a startup agency charged with promoting the film and media business here.

LONDON (Hollywood Reporter)--The Mayor of London, film industry executives and entertainers turned out last Thursday for the launch of Film London, a startup agency charged with promoting the film and media business here.

The group is expected to kick-start a slew of initiatives to encourage filmmaking in London as well as cut through the bureaucracy facing filmmakers working in the British capital. The new body is backed by more than £3 million ($5.3 million) from sources including the U.K. Film Council and the London Development Agency.

The group is expected to kick-start a slew of initiatives to encourage filmmaking in London as well as cut through the bureaucracy facing filmmakers working in the British capital. The new body is backed by more than £3 million ($5.3 million) from sources including the U.K. Film Council and the London Development Agency.

London Mayor Ken Livingstone says: "London must become a more film-friendly city to compete with other major filmmaking cities around the world. With so many agencies involved in whether a film gets made in the capital, it is important to have a strategic agency with both a commercial and cultural role to promote and encourage film."