Effects house The Mill announced today in London that it will exit the feature film arena and focus its efforts exclusively on the spot market. Practically speaking, this means the end of Mill Film, the shop's feature division, which was launched in 1997 and earned an Academy Award for its work on Gladiator in 2001. "Mill Film has built up a world-class reputation working on the best feature work around, but we've decided after five years, and an Oscar, the time is right for us to the leave the film industry," CEO Robin Shenfield says in a statement. "We will be concentrating all our future investment and energy on our core advertising business." Though based in London, the company gained a high U.S. profile this year with the opening of The Mill/New York, an outpost that has worked on effects intensive campaigns for Mike's Hard Lemonade, Hummer and Nike, among others.