| Date | |
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| Author | Joby Reeves |
- Kia UK enters fifth year sponsorship of independent cinema, alongside DCM
- Renewal takes deal beyond £25m in total screentime value
- British Independent Film Awards ‘Cinema of the Year’ sponsorship continued for second year
- Deal expanded with new accessibility innovation
Kia UK has renewed its partnership of independent cinema for its fifth consecutive year. Brokered by Digital Cinema Media (DCM), Havas Media UK and INNOCEAN UK, the sponsorship has delivered a yearly screen-time value of £5m+, taking the total investment beyond £25m. The partnership enables Kia UK to reach highly targeted audiences across hundreds of cinemas, having already engaged over 54 million cinemagoers in its first four years.
Kia UK will continue to own all premium Gold spots exclusively across DCM’s entire independent estate, including Picturehouse Cinemas. In addition, Kia UK will renew its sponsorship of Picturehouse Memberships, including an exclusive schedule of Kia preview screenings.
Last year, Kia UK sponsored a brand-new award category with the British Independent Film Awards (BIFA) to celebrate the special cinemas around the country and their place at the heart of communities. Kia UK returns as sponsor of BIFA’s second ‘Cinema of the Year’ Award this summer, celebrating the UK’s most-loved cinema locations and championing independent film.
Extending into 2026, Kia UK is launching a new campaign that introduces “Captions with Intention” technology to cinema for the very first time. The new accessibility initiative brings colour and animation to closed captions, enhancing the power of the big screen for the c.18million people registered as Deaf or Hard of Hearing in the UK. As part of the initiative, Kia UK is sponsoring all captioned screening Gold Spots across DCM’s estate.
The partnership continues to position Kia UK at the centre of independent cinema culture, reinforcing its commitment to creativity, accessibility and local communities.
Jeremy Kolesar, Head of Creative at DCM Studios said, “Kia's long-term investment in independent cinema has reaped fantastic rewards, both for Kia and the independents themselves – advertising delivers a significant percentage of a cinema’s yearly revenue. The Gold Spot is one of AV’s most sought after premium positions, guaranteeing eyes ahead of the biggest film releases across the year. It’s proven value and we’re delighted to welcome Kia back for another year of exclusivity.”
Steve Hicks, Marketing Director at Kia UK said: "Supporting independent cinemas allows us to connect with audiences in a powerful, human way – on the biggest screen, at the heart of local communities. Entering our fifth year, this partnership doesn't just help us drive visibility; it reflects our commitment to creativity, accessibility and inclusive storytelling, while continuing to deliver real impact for cinemas, cinemagoers and the Kia brand."
Laurence Collings, Head of Client Services at INNOCEAN UK said:
“Independent cinema not only gives a voice to independent filmmakers on the biggest screen of them all, it also supports community arts hubs, bringing together like-minded film lovers and thinkers. As we enter our fifth year, we’re excited to develop Kia's creative partnership on screen, in the physical environment of cinemas and support the British Independent Film Awards, bringing to life Kia's brand belief that Movement Inspires throughout the independent cinema experience.”
Rob Breese, Managing Partner at Havas Media UK said: “Media at its best connects stories and communities, earning attention by enriching people's experience rather than interrupting them. Independent cinema is one of the rare environments where that happens naturally and we're delighted to support Kia UK for a fifth year running. Together with the other partners, we're making media more human and in turn creating long term commercial impact.”
Amy Gustin and Deena Wallace, BIFA Directors said: “Over 120,000 people voted for Cinema of the Year 2025, an overwhelming outpouring of love from audiences and a demonstration of just how important local cinemas are to their community. We’re thrilled that Kia have re-affirmed their commitment to championing independent cinema and will be partnering with us on this innovative and exciting award again in 2026.”
Big screen impact
The multi-year campaign has already delivered exceptional results for Kia UK since 2022, positioning cinema as an essential component in the company's AV plan.
- Exposure to the partnership drives likelihood to recommend (T2B) by +270%.
- 51% more independent cinemagoers see Kia as a leader in electric vehicles and +70% see them as innovative.
- 94% exposed to the partnership have a positive impression of Kia.
- 39%+ of independent cinemagoers are more likely to say “Kia supports Independent Cinema"
(Source: DCM x Differentology: KIA x Independent Cinema Partnership Research)