On 28 September 2013, Digital Cinema Media (DCM), the market leader in UK cinema advertising, celebrates the first anniversary of digital operations, a major landmark in the history of cinema advertising. Since 2012, DCM has shown 52m ads to some 130m people. This has delivered 2.2b 30” impacts before 1,170 unique films in UK cinemas.
During the last 12 months, DCM has generated 4m playlists, which equates to over 76,000 playlists per week. For DCM to deliver as many 35mm film reels, it would have taken 1,264 years or 65,830 weeks.
Digital cinema has opened the door to many new advertisers. Over 200 new brands from a range of categories have booked cinema campaigns since DCM launched digital operations including The Mail on Sunday, Samsung, Daft Punk, YouTube, Sony, Tesco, Kia, Jack Daniel’s, Burberry, River Island, Belvedere Vodka and the Guardian.
The cinema medium is now, faster, more flexible and more creative than ever before. Reduced lead times and production costs have added to the appeal of cinema, not forgetting the appointment to view nature of the medium.
In his new book, Implosion, Andy Law, Chairman of Fearlessly Frank says: "Going to the cinema remains a markedly different and deliberate kind of human activity. Digital cinema allows for greater audience immersion and the huge on-screen impact is not replicable on other screen devices."
In a media first, PHD partnered with DCM to enable Google to use the new power of cinema advertising by scheduling an ad after the credits of The Wolverine to target a very specific demographic during YouTube’s Geek Week. Richard Waterworth, Marketing Director at YouTube, said: “Geek Week is a big event for YouTube and PHD used a wonderful behavioural insight to deliver an innovative media idea. It both hits our target perfectly and enhances YouTube’s reputation as a pioneer in media usage.”
Reckitt Benckiser Group plc. maximised the new flexibility DCM offers advertisers by booking a one day campaign for its Nurofen brand. “Using cinema was a great way to communicate the emotional message we had created. The new flexibility of cinema allowed us to be tactical in our scheduling and leverage the freedom that digital has brought to the medium,” said Reckitt Benckiser’s Nicola Treacher.
Simon Rees, CEO of Digital Cinema Media, said: “Our digital overhaul has transformed the cinema media industry, breaking down barriers to entry for brands and opening up new revenue opportunities for the medium. The success we’ve experienced over the past year is just the beginning as we continue to work with our advertising partners to push the new digital boundaries of the unique cinema environment.”