Digital Cinema Media appoints Primesight

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.

Simon Rees, Managing Director of DCM said today: “The partnership with Primesight is a further step towards making the entire cinema experience bigger than just the movie. Primesight’s digital posters are a fantastic interactive offering which works in synergy with our business, allowing consumers and brands to fully engage with the digital era.”

“We’re delighted to be working with DCM to expand the offering available in cinema foyers across the UK,” said Naren Patel of Primesight. The combination of a young techno savvy audience and the dwell times in cinema foyers makes digital interactive screens a fantastic media offering. We believe the interactive capabilities of this product will push the Digital Out of Home market to even greater heights

The DCM contract with Primesight will begin in Spring 2012 and includes sites across Odeon, Cineworld, Vue and Independent cinemas.