| Date | |
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| Author | DCM |
| Categories | Exhibitor News |
Congratulations to Ely Cinema for being set to go digital seven months ahead of schedule, having secured funding to support the conversion.
The Cambridgeshire cinema, which has been fundraising since January to supplement its own resources has just received a grant from the Fens Adventurers fund, with a local businessman loaning the remainder of cash required.
The cinema will switch to digital in July, and will be closed for a few weeks while their old 35mm projector and sound kit are upgraded.
“It’s great news for us, and will help secure the cinema’s long term future,” said Caroline Cawley, Marketing Manager at ADeC, the company that runs the cinema. “With the new high definition projector and sound kit our customers should certainly notice a difference. It will also allow us to screen more live and alternative content as well as archive and local films.”
Peter Dawe, who has founded over 70 businesses and organisations in and around Cambridgeshire is the entrepreneur behind the loan. “Contrary to popular myth, entrepreneurship is about minimising risk, not taking risk,” said Mr Dawe. “My lending the balance of the cost of the digital projector, means ADeC will be able to raise income through being able to offer films sooner after release and to have better access to advertising revenues. Thus being able to repay the loan.”
Digital cinema is bringing a flexibility, speed and agility that match other advertising media, making the big screen an increasingly competitive option in the media landscape. DCM is delighted at the commitment of its independent exhibitors to digital and their help in delivering a new and fresh approach to cinema advertising for brands. Collectively, we are now running campaigns on the big screen that would not have been possible in a 35mm world.
For example, brands are now booking cinema ads that coincide with the launch of their other media activity. This year advertisers such as the Guardian and more recently the Mail on Sunday have scheduled spots tactically on specific days to reflect their weekend content offering. Entertainment brands are running different copy before and after the on sale and on air launch dates of DVDs, games and TV shows, embracing the freedom digital cinema has brought to enable this.
Based on the current success of digital over the past six months, DCM is optimistic for the future development of the cinema advertising business and would like to thank all exhibitors for the part you have played in this process. If your cinema still operates 35 mm film equipment and you are considering switching to digital, DCM would be happy to discuss the steps we are taking to facilitate conversion for independent operators. Please contact Rebecca Rau for more information.
To read more about AdeC’s arts programme in Cambridgeshire and the Ely Cinema, check out www.adec.org.uk