Cinema Spenders

Volkswagen UK renews DCM independent cinema gold spot deal

March 13th, 2013 Author: Joey PayneTags: Cinema Advertising, DCM, Digital Cinema Media, Gold Spot, Polo Dad, See Film Differently, Volkswagen

Volkswagen has renewed its partnership with DCM to own the gold spot in more than 330 independent cinema screens nationwide. The deal will run for two years and has been brokered by DCM and Mediacom, with creative provided by adam&eveDDB.

The gold spot is the last piece of content before a film begins in cinemas, making it the most highly sought-after position. Volkswagen will be running the latest idents from its ‘See Film Differently’ initiative alongside its national brand campaign idents e.g. the latest ‘Polo Dad’ campaign, both by adam&eveDDB.

Let The Games Begin!

September 3rd, 2012 Author: Lee BesserTags: 3D, Assiassin's Creed 3, Call of Duty: Black Ops 2, Cinema Advertising, Digital Cinema Media, Lee Besser, Mass Effect 3, Resident Evil: Retribution 3D, Silent Hill: Revelation 3D, The Amazing Spider-Man, Wreck-It Ralph 3D

Ask any cinema goer and they’ll agree that the immersive big screen experience provides complete escapism from daily life. It’s no wonder, therefore, that gamers are avid cinema goers.

Recent TGI (Q3 2012) data shows that 64% of cinema goers own a games console (with 32% of these bought in the last 12 months), spending above the UK average and making up a whopping 83% of the total £1.6bn spent on consoles, and 86% of the £1.4bn spent on games in the last year.

This explains the recent crop of video game to movie conversions and, in some circumstances, movie to video game adaptations. In the last couple of months it has been announced that Michael Fassbender will be arming himself with a hook blade and sword as he takes on the one of the biggest-selling games of the current generation in Assassin’s Creed.

Mentos 2D-3D Conversion

May 4th, 2012 Author: Lee BesserTags: 3D, Cinema Advertising, DCM, Digital Cinema Media, Mentos

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.