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From June brands will be able to advertise against event cinema productions in the UK for the first time, including screenings of live events such as theatre, ballet and concerts.
Cinema advertising companies Digital Cinema Media (DCM) and Pearl & Dean will offer advertisers three annual tenancies in gold, silver and bronze premium positions immediately before screenings begin.
Commercially, the ad slots will be available from April 1.
“Bringing brands closer to film and the power of the big screen is what we’ve always been about,” said Kathryn Jacob, CEO of Pearl & Dean.
“This move will mean that advertisers are able to tap into a growing, premium category, aligning their brands with some of the most inspiring and breath-taking productions.”
UK event cinema had its highest grossing year in 2019, topping £50m at the UK & Ireland box office. According to DCM and Pearl & Dean, the audience profile for event cinema is 69% female, 40% AB, 74% ABC1 and 75% 45+.
2020 will see the World Premier of David Attenborough: A Life on Our Planet, Romeo and Juliet – Bolshoi Ballet and 42nd Street – The Musical take to the screen.
Commenting on the news, Karen Stacey, CEO of DCM, added: “With cinema advertising enjoying record revenues in 2019 and our medium set to be the fastest growing in 2020, we’re delighted to work with Pearl & Dean to further expand our premium offering and enable brands to target some of the most affluent audiences in one of the fastest growing cinema formats.”
DCM sells advertising on behalf of cinemas including Cineworld, ODEON, Vue and Curzon, while Pearl & Dean represents chains including Everyman, Showcase, Empire and AMC.
