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| Author | Mia Blakeney |
British independent cinema chain, The Light, has appointed Digital Cinema Media (DCM), the UK market leader in cinema advertising, to grow its ad revenue and build brand partnerships across its portfolio. After a competitive pitch process, DCM will take over the current contract, which is held by Pearl & Dean, from Friday 12 January 2024. The new partnership will expand DCM’s growing estate, with The Light representing 2% of the UK cinema market.
Founded in 2007, The Light has evolved to meet the demands of audiences and the dynamic film industry and includes 13 exclusive venues across the UK including Addlestone, Banbury, Bolton, Bradford, Cambridge, New Brighton, Redhill, Sheffield, Sittingbourne, Stockport, Thetford, Walsall and Wisbech, with several other exciting developments in the pipeline.
A unique experience, The Light combines the very best elements of a multiplex cinema and those of an independent cinema, offering a unique customer experience with a focus on attentive service, diverse film content, exciting leisure activities such as Axe Throwing, Bowling, Shuffleboard and Climbing Walls, and quality food and drink as they look to offer guests the best in entertainment across their cinema and leisure venues.
DCM’s creative arm, DCM Studios, which focuses on curating bespoke content, partnerships and experiences that elevate brands beyond traditional cinema advertising, will be central to the new relationship with a focus on creating unrivalled, premium opportunities for brands to make the cinema experience as memorable as possible for audiences.
James Morris, CEO of The Light, said: “We are really delighted to have the opportunity to partner with the team at DCM. Their knowledge of the market, understanding of our offer and endless enthusiasm coupled with their impressive commercial insight, creative ability and technological capability will help to grow our business. DCM will help to enhance our advertising revenue streams, build stronger brand partnerships, increase engagement with our customers and support the evolution of our wider strategy, and we cannot wait to get started.”
Karen Stacey, CEO of DCM, added: “We are incredibly excited to be going into partnership with The Light. The Light experience is unique and memorable with loyal, influential and passionate audiences who are highly engaged in film and The Light brand. We believe we can work closely with The Light team to create new brand experiences and partnerships across its portfolio.
“Cinema’s post-Covid recovery has been incredible, with DCM driving strong advertising revenues over the last two years. The 2024 film slate offers some amazing opportunities for us to really make the most of the partnership by providing unique, premium experiences, especially through our DCM Studios team.”
As the market leader in UK cinema advertising, DCM works with exhibitors including Cineworld, ODEON, Picturehouse, Vue and over 160 leading independent cinemas. The addition of The Light to DCM’s portfolio of cinemas will enhance the ability of brands to target families and young audiences in the independent cinema sector.
DCM is also delighted to have renewed its long-standing partnership with HOME Manchester following a competitive tender process earlier this year. This flagship independent arts centre is located in Manchester City Centre.