London, 28 June 2012: M&M’S characters ‘Red’ and ‘Yellow’ will be back on the big screen for a further year following the renewal of Mars’ exclusive sponsorship of Digital Cinema Media’s (DCM) ‘From The Red Carpet’( FTRC) show.
Introducing a new animation, the charming M&M’S characters, ‘Red’ and ‘Yellow’ are now seen joking around in a cinema environment.
The new M&M’S animation for the FTRC partnership runs with the latest film releases and is a great opportunity to help consumers get to know the characters’ personalities better. It allows M&M’S to showcase the fun of “Red” & “Yellow”’s banter and reinforces the fact that the brand is perfect for sharing during films and especially in cinemas.
As part of the refresh, FTRC has a new presenter, Sky Movies’ Craig Stevens, who offers exciting interviews with stars and starlets from the red carpet.
The première of the new look FTRC show features Craig Stevens’ interviews with The Amazing Spider-Man cast including Andrew Garfield and Emma Stone at the Leicester Square première on June 18. The show will run across all digital screens over the DCM network from June 29.
FTRC is a DCM owned 60 second entertainment show which is sourced, produced and packaged by MyMovies. M&M’S have associated with FTRC since April 2011 – when they became the inaugural sponsor of the show. They have subsequently re-signed another deal that will run from April 2012 to April 2013.
Abbey Voce, Group Head at DCM said: “With Mars renewing its association with FTRC for a further year, we are looking forward to growing our relationship with Mars and MyMovies. Cinema is the ideal fit to reach M&M’S core audience and the new look of the show will definitely increase its appeal.”
M&M’S Senior Brand Manager said: “Bitesize M&M’S is the perfect snack to eat whilst watching a film. Cinema not only has a great fit with this eating occasion, but also offers an impactful way to drive additional reach and engagement with our brand.”
Monica Chadha, Managing Director of MyMovies, said: “We’re excited to continue the evolution of FTRC as a unique sponsorship vehicle within the UK film industry and as production partner, we’re looking forward to putting even more compelling movie content closer to the cinema audience over the next twelve months.”
New presenter Craig Stevens said: “It is very exciting to not only be the face of FTRC, but to bring cinema goers and film fans a look at London’s most exclusive premières, biggest stars and the latest up and coming movies. I guess from here on I will have to get used to being upstaged on a massive screen by two of the most famous confectionary characters on the planet, M&M’S “Red” and “Yellow”.”