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| Author | DCM |
| Categories | News |
Jump, the BAFTA-winning design company known for its branding work for the X-Factor and Who Wants to be a Millionaire, has created a new ident for cinema sales house, Digital Cinema Media which launches across the UK in all its cinemas on Friday evening.
The new ident which will replace the current ident across all 2D screens, will herald the start and close of the ad reel in cinemas. Marking a move away from the traditional ad reel, the new sequence uses a cube made from points of light which creates light formations to mesmerise the viewer.
Emma Daley, Marketing Manager at DCM said today; "The ident signifies the beginning of the cinemagoer's entertainment experience and we wanted to do this by showing off the full potential of the big screen and Dolby Surround Sound. The ident needed to sit comfortably next to the high end production values of the films and commercials to follow, and we feel we've achieved this spectacularly."
Russell Hilliard, Senior Designer at Jump said; "We started to work on patterns of movement within a cube made of LED lights and immediately saw an analogy forming for us between these and the cinema screen – both being a contained space for patterns of light and a world of animation."
The light sources created in the animated sequence are modelled on the DCM logo – whether viewed from above or below the cinemagoer views patterns made from the DCM logos in lights.
The music and sound design are an important part of the sequence as Dolby Surround Sound maximises the audience's immersive experience and brings the light animations to life. Lee McCutcheon, the composer on the project worked at Pinewood with Oscar winner Ian Tapp to develop the music score and said; "It was important that we created a musical identity that will become known as DCM's. We wanted to deliver a sonic experience that will draw people away from their popcorn to watch the big screen and we feel very excited with the end result." Russell Hilliard concludes; "We believe the new ident reflects the most exciting, magical audio-visual environment – that of the cinema big screen."
Jump is currently in the development stages to create a stereoscopic 3D version of the sequence which will run with the final Harry Potter in the summer.