#Jeremy Playle

Kraft Foods’ Maynards has partnered with Digital Cinema Media (DCM), the UK market leader in cinema advertising, to become the first brand to take over DCM’s prestigious 10’’ closing ident for the launch of its new product Maynards Sour Patch Kids.

The ident, created by Jump, plays on the idea that it is being ‘taken over’ by the Maynards Sour Patch Kids matching the theme in the soft candy’s ad campaign. The ad campaigns show the characters doing something cheeky, mischievous or naughty representing the initial sour taste of the sweet, followed by something loving and fun representing the sweetness that follows. Creative will run in selected films and cinemas, made possible by DCM’s recent digital switch allowing advertisers the freedom to tailor bespoke campaigns and access to precision scheduling. The media concept was devised, planned and implemented by Jonathan Greenfield at PHD Network.

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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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M&M’s has signed a seven-figure deal to sponsor ‘From The Red Carpet‘ (FTRC), the entertainment programme shown in cinemas, ahead of the opening of its flagship store in Leicester Square. The 60-second show, broadcast before the main feature, launched last year and reports on worldwide film releases, with interviews with stars at premieres and on-set, [...]

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BT is launching its first cinema advertising campaign in seven years and is using the medium to target specific geographical areas. The campaign will market BT’s Infinity fibre optic broadband offering and will run before films such as Eat, Pray, Love, featuring Julian Roberts, and Will Ferrell’s The Other Guys.

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Lingerie brand Triumph is to launch a live show featuring bra-clad models, to promote its range during cinema screenings of ‘Sex and the City 2‘. The lingerie brand has created a 60-second ad to be shown before the screening of the movie. During the opening night of screenings on 28 May, models will perform a [...]

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Europe’s largest cinema chain, ODEON & UCI Cinemas Group, sped up its digital roll-out this week. The Group already operate 154 digital screens in the UK and plan to invest £35m in this country alone. The move to 100% digital projection is expected to be fully completed before the end of 2011. Other exhibitors such [...]

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PlayStation is not a new brand to cinema, however this multi million pound deal is their biggest investment in the medium so far. Cinema was chosen as the lead broadcast medium due to its ability to deliver against the lucrative 16-34 year target audience and provide a unique environment in which an audio-visual message can [...]

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Today, Digital Cinema Media (DCM) has announced that Virgin Media has renewed its contract for the second year running, in a year long seven-figure deal. The partnership will help to promote Virgin Media Shorts – a short film competition for Britain’s undiscovered film talent – in independent cinemas around the UK. Starting in September, Virgin [...]

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Honda is to launch a cinema advertising campaign in support of its new environmentally friendly Honda Insight. The cinema ad, created by Wieden and Kennedy will appear on approximately 2,500 cinema screens across the country through an exclusive deal with cinema advertiser DCM. The £1.3m deal will build awareness of the new Insight model amongst [...]

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