| Date | |
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| Author | DCM |
| Categories | Uncategorized |
Digital Cinema Media (DCM) the market leader in UK cinema advertising has tied up with leading children’s charity Action for Children to offer free cinema tickets.
The charity is offering free admission to those that download a voucher from the Action for Children website. Foyer activity in Picturehouse sites will also give cinemagoers the opportunity to fill in their details in exchange for a ticket to one of the screenings.
The film season will include ‘Stand By Me’, ‘Juno’, and ‘Son Of Rambow’, which will be shown at cinemas nationally, including all cinemas in the Picturehouse chain in locations such as Brixton, Clapham & Oxford, as well as at other independent screens in Wales and Northern Ireland.
Screenings will take place at all sites and will run for 3 months starting in March. Before each film there will be eight minutes of bespoke Action for Children content. The films were chosen to reflect Action for Children's 'Transformation' strategy that sums up its role of transforming children’s lives.
Martin Bowley, Managing Director at DCM said: “Cinema is the quality advertising medium providing a great platform for engaging content – perfect for charity advertisers looking to build deeper relationships with consumers.”
Action for Children’s creative agency Baby Creative has designed a campaign to promote the deal including foyer promotions that will feature posters, counter cards and standees. These will help in driving admissions to the film season as well as offer the opportunity for cinema goers to fill in their details in exchange for a ticket to one of the screenings.
Commenting on the ‘Lights, Camera, Action for Children’ film season Polly Neate, Executive Director of External Relations and Communications at Action for Children said: “We’re committed to the child at the centre of everything we do. We are the voice of the most vulnerable children and young people and this opportunity means we can build vital relationships and awareness to help them. The cinema season is unique for a charity. The films all inspire transformation and our belief that helping people for as long as it takes is the key”.
Cinema is bucking the media downturn with the Cinema Advertising Association (CAA) posting figures showing cinema admissions growing 1.1% year on year, with the highest summer admissions for 40 years in 2008.
The deal with DCM represents the next step in the ongoing relaunch of the charity, that saw it rename itself from National Children’s Home to Action for Children, introduce a new logo and launch its first ever TV advertising campaign created by Baby Creative.