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| Author | Joby Reeves |
Digital Cinema Media (DCM), the market leader in cinema advertising, has expanded its growing independent roster to include The Prince Charles Cinema, securing a contract to manage its advertising from the 26 February 2026. The historic and highly popular independent has joined DCM’s estate in a year of forecasted growth in both admissions and revenue.
One of London's longest-standing venues, The Prince Charles Cinema will sit alongside Cineworld, Odeon, Vue, Picturehouse Cinemas, Reel Cinemas, The Light, Omniplex Cinemas and over 160 leading independent cinemas, with DCM representing 85% of the market.
For the first time, DCM now manages advertising for every screen surrounding the iconic Square, with Cineworld Leicester Square, Vue West End, Odeon Luxe and Odeon West End already positioned in London’s prime location.
“If you love film, then you love The Prince Charles Cinema,” said Karen Stacey, CEO of DCM. “It proves, without a doubt, that cinema generates cultural power spanning multiple generations, with young audiences queuing up to watch films from every era. We’re excited to be representing the cinema’s advertising and drive revenue to one of London’s most cherished independents.”
The news shortly follows the launch of the DCM co-produced McDonald’s Friends Festival. Working alongside OMD and Red Consultancy, the event was the first time a brand had taken over the whole of Leicester Square to deliver Friends-inspired activations and big screen episodes for an entire weekend.
London’s cinema royalty
The Prince Charles cinema is one of the UK’s most popular independent theatres, screening hundreds of unique films and welcoming as many as 250,000 ticketholders in a single year. Its two large screens play host to countless cinema classics in multiple film formats, including 35mm, 70mm film and digital. With additional extended runs of new releases, The Prince Charles Cinema provides one of cinema’s most diverse content offerings.
Gregory H A Lynn, co-owner of The Prince Charles Cinema added, "We are delighted to move The Prince Charles Cinema to DCM for all our screen advertiser needs from the end of February 2026. After discussing the possible switch with other DCM-supplied venue owners, it was clear we might be losing out should we not make the jump. It was a big decision for us, but DCM's love for all we do at The Prince Charles made the decision easier. We look forward to working together and hopefully hosting many advertiser events in London's West End."
Last year, its #SavethePCC campaign gained the support of hundreds of thousands who signed a petition to secure The Prince Charles Cinema's historic location. A-list Hollywood stars, such as Paul Thomas Anderson, Paul Mescal, and Edgar Wright, have all thrown their support behind the cinema, recognising its incredible contribution to film culture the world over.