Curzon has appointed Digital Cinema Media (DCM) to help grow its ad revenue as it prepares to expand throughout the UK.
The partnership with DCM will allow brands to target Curzon’s more highbrow film audience who generally seek out independent and foreign films.
DCM is due to take over the advertising contract from Pearl & Dean on 1 January 2016 when it will begin advertising across Curzon’s 12 boutique London cinemas which include locations such as Soho, Chelsea, Wimbledon and Canterbury.
The deal will enhance DCM’s cinema portfolio, which currently advertises through cinema chains including Cineworld, Odeon, Picturehouse, Vue and more than 150 leading independent cinemas.
Chief operating officer at Curzon, Mel Alcock, said it was “delighted” to begin working in partnership with DCM as the 81 year-old cinema company “strive to work with like-minded brands and organisations”.
DCM’s chief executive, Karen Stacey, described Curzon’s audiences as “loyal, influential and passionate” and said in working with the cinema it could “create new brand experiences and partnerships across the Curzon portfolio”.
Stacey added that 2015 had been a “phenomenal year for cinema advertising, with DCM driving record-breaking advertising revenues” and promised that 2016 would “be even stronger for DCM and Curzon as we work together to evolve the deepening relationship between brands and cinema".