Digital Cinema Media (DCM), the UK market leader in cinema advertising has partnered with the outdoor media owner Primesight to bring brands closer to their consumers by beginning the installation of 100 interactive 6-sheet panels across DCM’s cinema estate in Cineworld, Odeon and Vue.
The state of the art units will unlock even more creative opportunities for advertisers and deliver more effective, targeted campaigns through ground-breaking technology. Allowing for two-way communication with the cinema-goer, brands will be able to tailor messages to the user with touch, Wi-Fi, NFC (Near Field Communication) and QR embedded in the unit case. This means even more creative, more targeted and more effective campaigns in cinemas.
Being at the core of DCM’s digital strategy the network of interactive advertising panels will be located in high traffic cinema foyer areas capturing consumers attending all movies predicted to deliver a monthly footfall of 2.5 million by the end of the summer when the installation is complete.
The debut advertiser will be Birds Eye with other advertisers lined up.
The installations are part of DCM’s wider announcement of going digital on 28th September 2012.
Louise Trinder, Head of Creative Solutions at DCM said: “A proven medium in the Out of Home industry, the panels add a further touch-point in the cinema-goers’ journey where brands and consumers can interact. With the potential to deploy technologies such as Microsoft Kinect and deliver bonus content to mobile, brands can now engage with audiences before, during and beyond their cinematic experience.”
Naren Patel, CEO at Primesight said: “We have worked exceptionally hard to develop a digital product that has the interactive functionality demanded by our clients. The network is on course to be the best national digital product in the market place.”