| Date | |
|---|---|
| Author | DCM |
| Categories | cinema showcaseEvents |
Last week, DCM and Pearl & Dean partnered to present a week of events for Carat on Redefining Cinema.
The programme of events included an introduction to the week from DCM's Simon Rees, CEO and Joe Evea, Commercial Director and Kathryn Jacob, Chief Executive of Pearl & Dean. They jointly delivered a “state of the nation” session, showing the progress of cinema since switching to digital and the possibilities now available to advertisers using the big screen, such as flexibility in campaign start dates, the ability to book by the day and make copy changes.
The second session of the week covered insight and knowledge, detailing four key audiences that cinema can provide, including 15 to 34 year-olds, families, 18 to 30 year-old men and the ABC1 audience.
Wednesday’s session was all about Sponsorship and Partnerships. The digital revolution has made cinema far more accessible to brands, and has allowed DCM to be more creative and to offer bespoke solutions such as the Opening Weekends package. This lets brands sponsor the first weekend of movies when they are released, perfect for capturing the early adopter audience.
The final session of the week was a Q&A, hosted by Tom Linay and featuring Michael Kalli (Head of Corporate Sales & Advertising, Vue Entertainment), Robin Kinsey (Senior Media & Marketing Manager, Disney Studios UK) and Gerry Cottle (Director, Rooftop Film Club).
They covered emerging technologies in cinema, such as Dolby Atmos. Michael Kalli remarked “The walls literally shake.” He added “You have to cater for your audiences, providing different environments and choices dependent on each film.”
Other subjects included the merits of original content versus franchises, the storytelling power of the big screen, the collective, immersive, social experience of going to the cinema, how cinema provides an appointment to view in a multi-screening world and whether Cinema is prepared for the challenge of the growing number of online film platforms .
“VOD isn't a threat to cinema, in fact it gets people more interested in film” said Robin Kinsey. “TV, VHS and the web had been seen as threats to cinema, but we should all be working together to build on peoples love of films.”
“Cinema is about escapism. Consumers crave content and cinema delivers this experience second to none” said Gerry Cottle. He also said pop up cinemas were “bringing back a sense of community and reinforcing the shared experience of cinema”