The Drum ‘Can do’ Festival – Cinema Session

    Author Zoe Aresti

Digital Cinema Media’s CEO, Karen Stacey, joined Vue's Group Director of Brand and Marketing, Shona Gold and Pearl & Dean's Chief Executive, Kathryn Jacob at The Drum's #CanDoFestival to discuss the impact lockdown has had on the cinema sector and how it aims to open back up to audiences and advertisers.

The session, ‘Returning to the silver screen’, was hosted by The Drum’s Executive Editor, Stephen Lepitak and was recorded on Monday 29 June, before Cineworld and Vue announced their plans to pushback their openings to 31 July.

Discussing the impact of lockdown on the cinema business when looking at opportunities for brands, Karen Stacey commented:

“If we think about brands and the audience they’re trying to reach, and the audience we’re really strong for, which is 16-34s, although television has obviously had a huge increase in viewing, so have the subscription video on-demand channels, which really is our audience too. […] They’re a tricky audience for brands to reach but corroboration around this audience looking for high-end, cultural content is still there. This has given me confidence around our future. Although it’s the most dreadful time, thinking long-term it has made me feel good about our businesses.”

Watch the whole session via The Drum website.