The Mill, one of Londons premier visual effects facilities, has announced that its feature effects division Mill Film will no longer work on feature film visual effects but will instead concentrate on advertising, The Mill's core business. Mill Film won an Academy Award in 2000 for its feature film effects work on GLADIATOR, the only U.K. company ever to be so honored. Robin Shenfield, CEO of The Mill, commented, "Mill Film has built up a world-class reputation working on the best feature work around, but we have decided that after five years and an Oscar, the time is right for us to leave the film industry." Mill Film was set up as a division of The Mill in 1997 to apply its advertising visual effects skills to feature films. The core Mill Film team of 35 people has been regularly increased to around 150 via a freelance talent-base. Shenfield remarked that the decision to get out of feature work stemmed from the fact that the volatile business of film is dependent on U.S. studios bringing work to the U.K. to take advantage of tax breaks. With the success of the recently launched The Mill, New York, the company plans further expansion and investment in the U.S. as well as in its London base to expand its commercial capabilities. The Mill has been creating award-winning visual effects for commercials and music promos since 1990. Clients include Guinness, Levis, Mercedes, BMW, Nike, Reebok and Pepsi.