The 40-second ad is the second in the series with the strapline ‘Cinema: why advertise anywhere else’; the first ad, also produced as part of the competition with the NFTS, ran for three months in cinemas in January 2010 and generated over six million impacts.

The latest commercial will run nationwide on DCM screens from October 1st this year and is the work of producer Kurban Kassan, director/editor James Griffiths, director of photography John Lee and post producer Juan Pablo Salazar. The competition is part of a long term plan to build stronger ties with the film industry whilst supporting the country’s emerging talent through the NFTS.

Kurban Kassan, producer, says; “We knew we always wanted a big personality in the commercial so obviously getting Ray was a feather in our cap. The shoot though was not an easy one! A crew of 30 – 40 and 100 extras in Leicester Square on a freezing January morning, working through the night, and with a strict deadline to finish shooting before the cinemas we used as locations would open for business. We did it though, and are grateful for DCM and Ray for allowing us this opportunity.”

Martin Bowley, managing director at DCM says; “Ray is a legend. His enthusiasm for cinema shines through and the ad looks awesome. We’re proud to be supporting the long-term future of the film industry and giving students a leg up.”

DCM will be continuing the campaign next year with another competition kicking off this October to produce both a 2D and 3D commercial.