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| Author | Joby Reeves |
Cinemagoers can once again bring their four-legged friends to Picturehouse Cinemas and snuggle up this Christmas for a series of dog-friendly screenings delivered in association with Dogs Trust. A new 60” hero ad will run across all showings as part of a broader multichannel campaign brokered by Digital Cinema Media (DCM) and 7Stars. It’s a media first for Picturehouse Cinema’s dog-friendly screenings.
Dog’s Trust, the UK’s largest dog welfare charity, emphasises the importance of a dog’s “happy place” in its new Christmas creative, which imagines what a dog would say at Christmas if they could talk. The charity’s answer is that they would likely say one thing: ‘thank you’ for my happy place.
With additional online touchpoints, Dogs Trust’s Christmas advert will feature across Picturehouse Cinema's global and individual cinema carousels, as well as branded homepage banners and monthly social posts. Out of home, on-site digital panels with the co-branded campaign will also be installed at Picturehouse Cinema venues.
“70% of dog owners regularly attend cinema,” said Jeremy Kolesar, Creative Director at DCM Studios. “With the success of dog-friendly screenings, we saw the perfect opportunity to plan a multi touchpoint campaign that could associate Picturehouse Cinema’s much-loved pet screenings and Dogs Trust in a highly effective, measurable way. Using the entire cinema environment significantly boosts recall amongst cinemagoers.”
Dog-friendly screenings are set to run across multiple Picturehouse cinemas five times a month, with a carefully curated film list selected to not startle the dogs and creating a warm cosy atmosphere with dog fleece blankets.
Owen Sharp, CEO of Dogs Trust said: “This Christmas, we want to recognise the heroes of every rehoming story, the people who give dogs the happy places they deserve. This campaign is a heartfelt thank you to them and a celebration of everything Dogs Trust stands for.”