DCM partners with Primesight to launch interactive digital advertising panels in cinemas


By The Drum Team, Editorial

August 1, 2012 | 2 min read

Digital Cinema Media (DCM) has partnered with outdoor media owner Primesight to install 100 interactive six-sheet panels across DCM’s cinema estate in Cineworld, Odeon and Vue.

The art units are hoped to bring brands closer to their consumers by providing more creative opportunities for advertisers to deliver more effective, targeted campaigns. Allowing for two-way communication with the cinema-goer, brand will be able to tailor messages to the user with touch, Wi-Fi, NFC (Near Field Communication) and QR embedding.

The network of interactive panels will be located in high traffic cinema foyer areas attracting a predicted monthly footfall of 2.5 million. The debut advertiser to use the panels is Birdseye, with other advertisers already lined up.

Lousie Trinder, head of creative solutions at DCM commented: “The panels add a further touch-point in the cinema-goers’ journey where brands and consumers can interact.

“With the potential to deploy technologies such as Microsoft Kinect and deliver bonus content to mobile, brands can now engage with audiences before, during and beyond their cinematic experience.”

CEO at Primesight, Naren Patel, added: “We have worked exceptionally hard to develop a digital product that has the interactive functionality demanded by our clients. The network is on course to be the best national digital product in the market place.”


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