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| Author | Zoe Aresti |
DCM held its annual An Introduction to Cinema event at Picturehouse Central on Monday morning with almost 200 industry professionals in attendance.
The morning kicked off with breakfast in the Members’ Bar before guests were seen through to Screen 2 for the first of several presentations on the opportunities available to brands in cinema.
Senior Agency Manager, Taline Erdhardt, kicked things off with an introduction to the event and a presentation on Why Cinema? which offered some insight on why planners should be considering the medium as an essential part of their wider media campaigns.
Account Manager, Katie Saunders, then took the room through The Cinema Marketplace outlining how the box office has grown from £639m in 2000 to £1.3bn in 2016 and how admissions also continue to increase; 1986 being at 76m which had risen to 168m by last year. Also, included in this part was how DCM’s share of the market has grown and how the company currently occupies some of the best sites in the UK.
Michael Tull, Research and Insight Manager, then gave an overview of DCM’s most recent research study, carried out with Millward Brown and Benchmarketing,to provide clients and agencies with vital information on how effective their cinema campaigns can be with return on investment a key factor.
Agency Trading Manager, Jonathan Darke, explained how to buy cinema after livening things up with a game of Heads, Shoulders or Tails to test how well people had paid attention to the event so far. Also in his presentation was a breakdown of the cinema playlist and which ad slots are available to purchase along with buying routes and film packs.
Eray Galip, Senior Innovations Manager, demonstrated the latest innovations in cinema technology including case studies that have utilised 37 Degrees and 4DX in the past year to take the creative beyond the big screen.
All attendees were then split into groups by Agency Manager, Josh Hitchcock, and asked to work on a Live Brief in the break set by The Prince’s Trust and CHI London. The winning team responded with an all-encompassing plan, covering all touchpoints including those not even discussed in the morning presentation.
Included in winning team's plan were the following:
- Screen time elements that covered two audiences, with premium positions for selected films that hit both key target audiences
- Included 37 degrees activity that thanks those who donated on way into cinema and encouraged those who didn’t to donate
- Beyond the screen activity using Digital 6 sheets, with Price Harry/William creative and ability to donate using contactless and share via social channels (share to say you have donated etc)
- Prince's Trust felt this team covered all bases, and was the best overall plan to drive that word of mouth they were after!
The winners, who received luxury cinema goody bags, were as follows:
Emily Sanderson – Maxus
Emilia Gibson – Blue449
Ellie Reidy – MediaCom
Emily Jarvis – Publicis group
If you didn’t make it to the event on Monday and would like to find out more about the exciting opportunities available in cinema please contact your DCM rep.
You can see the photos from the day on our Facebook page.