Cinema Showcase

Last week, DCM and Pearl & Dean partnered to present a week of events for Carat on Redefining Cinema.

The programme of events included an introduction to the week from DCM’s Simon Rees, CEO and Joe Evea, Commercial Director and Kathryn Jacob, Chief Executive of Pearl & Dean. They jointly delivered a “state of the nation” session, showing the progress of cinema since switching to digital and the possibilities now available to advertisers using the big screen, such as flexibility in campaign start dates, the ability to book by the day and make copy changes.

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Last week, cinema exhibitors, technology experts and other representatives from the cinema industry convened at London’s Vue Westfield for the first ever UK Digital Cinema Conference, hosted by Digital Cinema Solutions, to discuss the challenges and opportunities that have come with one of the biggest transitions in media history – the move from film to digital projection in cinemas.

The team from DCM took the opportunity to catch up with a number of exhibitor partners including Kevin Markwick from The Picture House, Uckfield, Jas Kapur from the Wolverhampton Lighthouse, Dorothy Smith from Ambleside Zeffirellis and Jason Valentine from the Letchworth Broadway.

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DCM has launched Christmas at Picturehouse Supporting Barnardo’s; a unique partnership to raise awareness and funds for the UK’S largest children’s charity. The activity was orchestrated by media agency John Ayling & Associates (JAA) and Digital Cinema Media (DCM)

The multi-platform cinema activity incorporates on-screen, online and social media as well as in-house press and OOH. The solus partnership will culminate with Christmas screenings ranging from a broadcast of The Nutcracker live at the Royal Opera House to showings of traditional classics such as White Christmas.

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Mentos 3 is the latest innovation in chewing gum, combining 3 layers of different flavoured gum in a single stick. To support the product in the UK, Perfetti Van Melle are running a 30″ Cinema spot ‘High Rider’ around the film release of Avengers Assemble 3D. The ad is a visual metaphor for the product with a classic American lowrider turning into an awesome triple layered car.

As Avengers Assemble is being released in 3D, and the product has taken the physical form of gum into three dimensions, it was a natural step for Perfetti Van Melle to consider running the ad 3D. The fact that the triple layered car featured already existed as a 3D model made it an easy decision to go with 3D.

DCM in partnership with Prime Focus and AMS Media undertook the 2D to 3D conversion, using the existing footage from the ad and the 3D model of the car, to great effect.

The ad can be seen in cinemas now.

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