The Comedy Store and Sony Digital Cinema are to collaborate with Digital Cinema Media (DCM) in order to bring stand-up to the big screen in a comedy club format.
The initiative sees DCM secure a deal for alternative content to be broadcast in cinemas nationwide, allowing for comedy fans to enjoy iconic performances in their home town form one of the world’s best-known comedy brands.
DCM commercial director, Joe Evea, commented: “The immersive cinema environment and social setting for groups of friends is an ideal way to recreate the live stand-up comedy experience via the big screen.”
Kicking off on 22 February, ‘The Comedy Store: Raw & Uncut’ sees four full length, uncensored shows as live from the comedy venue on Friday nights.
Recorded and produced for Sony by 7Oddsocks, DCM will distribute the feature length shows in 150 UK-wide cinemas offering an alternative night out and a new way for the public to enjoy headline acts from the international comedy circuit including Comedy Store favourite Ian Stone, rapper turned comedian Doc Brown, Chortle Comedy Award winner Jarred Christmas, and Louis Ramey.
David McIntosh, senior vice president at Sony Digital Cinema, added: “Partnering with such an influential comedy club like The Comedy Store gives Sony the chance to bring innovative, quality new content to cinema screens, so consumers can enjoy iconic theatre performances without having to travel too far from home.”
The deal also provides new sponsorship opportunities, with RTD brand WKD on board as the official promotional partner in a deal negotiated through Mediacom. WKD will be supporting the partnership via promotional activity including social media competitions offering tickets to showings in local cinemas.
Of the sponsorship deal, WKD marketing director, Debs Carter, commented: “The cinema comedy screenings is an ideal opportunity to reach WKD's target audience. A night of laughs in the company of friends and WKD is a great way to communicate our brand values in a fun and lighthearted way.”