THE traditional newspaper cry of hold the front page!' was replaced with Action! when the Daily Echo offices were turned into a film set for Ken Russell's latest movie.

The Southampton-born film director behind such hits as Tommy and Women in Love and recent star of Celebrity Big Brother was filming a short movie to promote the British Academy of Film and Television Arts (BAFTA) 60 Seconds of Fame competition, run in association with Orange.

The aim of the competition is to encourage budding film-makers to submit a 60-second film based on the theme "celebrate" to reflect BAFTA's 60th birthday and Orange's ten-year partnership with the British Academy.

Russell, who caused a big splash in the Big Brother house before dramatically walking out on Sunday, has won three BAFTAs himself but unfortunately lost them in a house fire.

He brought a BAFTA award into the Echo's offices which was on loan to shoot part of the film in which Daily Echo features writer Sally Churchward celebrates winning' the award.

Sport reporter Adrian Kajumba also features in the film as a cameraman shooting a film on his mobile phone.

Russell, who has made several celebrated short films in recent years, said he was delighted to have been invited by BAFTA to make the film to promote the competition.

He added: "It is to encourage people to make more imaginative home movies than just the baby on the lawn."

He has shot his film at various locations in and around Southampton and the New Forest and was delighted to have the chance to film in the Echo's state-of-the-art office on the city's outskirts at Redbridge.

"It is the dynamic dynamo of the south," he said.

"It's all happening here."

Daily Echo editor Ian Murray said he welcomed Russell's choice of the Echo office as one of the locations for his film and that it highlighted the paper's important role in the local community.

"We're pleased that Ken Russell, a celebrated director and well-known local figure, wanted to film here," he said.

"I know Sally and Adrian enjoyed their moments in the limelight."

The competition was open to anyone aged 16 or over.

Shortlisted films will be shown on regional BBC, the regional winners will receive tickets to the Orange British Film Academy Awards next year and the overall winner will have their film broadcast at the ceremony and on BBC1.