Event cinema productions across the UK – where live events such as theatre and ballet are broadcast in cinemas - will be able to carry advertising for the first time from 1st June, announce Digital Cinema Media (DCM) and Pearl & Dean.
Event cinema is a fast-growing entertainment category offering premium entertainment across genres such as theatre, opera, musicals, ballet, concerts and art shows.
DCM and Pearl & Dean have jointly created the opportunity for brands and advertisers to buy three annual tenancies in Gold, Silver and Bronze premium positions immediately before screenings begin. The slots will become commercially available from 1st April.
2019 was the highest grossing year for event cinema in the UK – the first to top £50m at the UK & Ireland Box Office. The UK was the biggest market globally in 2019, while NT Live: Fleabag was the biggest event cinema release of all time – exceeding over £4m at the UK Box Office.
The upcoming slate for 2020 includes a varied programme including the World Premiere of David Attenborough: A Life on Our Planet, Romeo and Juliet – Bolshoi Ballet 2020, Michael Ball & Alfie Boe – Back Together and 42nd Street – The Musical.
While young audiences are continuing to drive cinema attendance with 16-34-year olds accounting for nearly half of all cinema tickets sold each year, event cinema gives brands the opportunity to engage with a discerning, older and more affluent audience. The audience profile is 69% female, 40% AB, 74% ABC1 and 75% 45+.
Karen Stacey, CEO of DCM said: “With cinema advertising enjoying record revenues in 2019 and our medium set to be the fastest growing in 2020, we’re delighted to work with Pearl & Dean to further expand our premium offering and enable brands to target some of the most affluent audiences in one of the fastest growing cinema formats.”
Kathryn Jacob, CEO of Pearl & Dean said:“Bringing brands closer to film and the power of the big screen is what we’ve always been about. This move will mean that advertisers are able to tap into a growing, premium category, aligning their brands with some of the most inspiring and breath-taking productions. We’re so excited to see what’s next for cinema this year, after such huge success at the box office in 2019.”