News

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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Cinema sales house DCM has bolstered its sales and marketing team with the appointment of Joe Evea to the newly created role of business development director.

Evea is currently head of creative and business development at Bauer Media, where he has worked for eight years.

The appointment marks the beginning of a new strategic direction for DCM, which is looking to offer advertisers more dynamic opportunities across multiple platforms.

Evea, who joins DCM on 12 March, will have responsibility for establishing multiplatform creative solutions, developing partnerships with digital and analogue media owners, and building relationships directly with clients.

He will report to managing director Simon Rees and will be working closely with DCM sales director Jeremy Playle, in addition to the sales, marketing and research teams.

Rees said: “Joe will be a real asset to DCM as we move into an exciting new era for cinema advertising. He brings with him a wealth of experience and a great understanding of how to forge strong strategic partnerships – it’s a great coup for DCM.”

Evea added that the wealth of opportunities created by cinema embracing the medium of digital technology, would “provide clients with new and interactive ways to reach their consumers.”

Press Clipping

Photo of Joe Evea

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Digital Cinema Media (DCM) today announced an exclusive partnership with Primesight one of the UK’s leading outdoor media owners.

This deal will see DCM installing an initial one-hundred interactive poster units in its cinema foyers as part of a multi-million pound digitisation of its estate. Rolling out in some of the biggest sites in the UK including ODEON Leicester Square, Cineworld at the O2 and the highly anticipated new Vue cinema at Westfield Stratford City, this joint venture will allow advertisers new ways to engage and interact with customers across the cinema experience.

The digital outdoor market is one of the fastest growing media sectors, increasing to 37% in 2010 to over £100M, it now accounts for nearly 15% of the total outdoor market demonstrating the demand for digital outdoor and its use as an incredibly effective medium.

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Raindance, the festival for independent film-makers will be sponsored for the first time this year by Digital Cinema Media. As part of the new sponsorship, Raindance has produced a creative ad campaign shot by last year’s winner of the ‘Film of the Festival’ outstanding short film award.

Launching in cinemas tomorrow, Alexandra Lynn from NYC’s 90-second film will run alongside new releases including British spy thriller Tinker, Tailor, Soldier, Spy. The campaign will draw attention to the wealth of film making talent in the UK today and attract cinemagoers to the film festival which launches on the 28th September this year.

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High-street bank Halifax has turned to cinema for its revitalised ad campaign. The ad is the first from new creative agency Adam & Eve and is also the first time that Halifax has used cinema.

With media buying and planning handled by MEC, the creative is an uplifting insight into small moments of kindness in Britain and continues to star Halifax staff. Launching in cinemas tomorrow, the 60-second spot will run with Brit thriller ‘Tinker, Tailor, Soldier, Spy’ and Sarah Jessica Parker’s latest ‘I Don’t Know How She Does it’.

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Ewan McGregor has joined forces with three of the UK’s leading cinema chains to support UNICEF‘s emergency appeal for the children of East Africa.

Odeon, Vue and Picturehouse cinemas are showcasing a 40-second UNICEF film, fronted by McGregor, on over 1000 screens from Aug. 12, ahead of movies such as “Harry Potter and the Deathly Hallows Part 2,” “Super 8” and “Mr Popper’s Penguins.”

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The British Red Cross is launching a hard-hitting ad to boost interest in first aid, which will target teens when it appears in cinemas around the new Harry Potter film.

The ad, created by Brand New School, will run with ‘Harry Potter and the Deathly Hallows – Part 2‘ nationwide from Friday. The 30-second spot, entitled “life. live it”, aims to raise first-aid awareness among 11- to 16-year-olds.

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Doomsayers have predicted the demise of cinema for years, but trends such as streaming live content and cross-platform partnerships could provide new revenue and advertising channels, writes Nicola Clark.

Daniel Radcliffe confessed to crying while filming the final scenes of Harry Potter and the Deathly Hallows: Part 2. Some cynics may have thought it wouldn’t be long before cinema advertisers would be doing the same.

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Brands including Audi, Anchor and LG are investing in significant cinema activity around the final Harry Potter film, which opens next month. Advertising slots in the first weekend of the much anticipated final in the franchise are already booked up and spots have been snapped up faster than for all the previous films as brands [...]

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Advertisers looking to increase memory retention among audiences should seriously investigate 3D, says a leading producer of stereoscopic 3D commercials, James Stewart. In a presentation today delivered at the Ontario Centres for Excellence (OCE) Discovery 2011 conference, Geneva Film Co. founder and director James Stewart shared startling statistics.

He showed the use of 3D in advertising yields eye-popping returns in memory retention with audiences exhibiting 92% total recall of an ad, with 68% of that number showing a higher likelihood of following through with a purchase of the product advertised – a significant increase over the same commercial in 2D. Quoting studies from multiple independent sources – including ESPN, Xpand and Texas Instruments, the data shows an average increase in viewer retention of 15%.

Showing examples of his 3D work used in customer testing, Stewart said, “For a nominal increase in production costs, you get a 15% – 20% increase in ad recall. Who does not want that?”

For the full article, look here:

http://hollywoodindustry.digitalmedianet.com/articles/viewarticle.jsp?id=1505609

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