DCM has launched a new creative division to consult on how brands can better integrate with cinema showing confidence in the medium's growth.
DCM, serves about 82% of UK screens with ads, touching down with Cineworld, Odeon, Vue, Curzon Cinemas, Everyman Cinemas, Picturehouse Cinemas and the independents. It hopes it can use its industry contacts and expertise to better contextualise creative to the big screen – and hopefully deliver higher ROIs.
“People are actually paying to pay attention” said Jeremy Kolesar, creative business director at DCM, talking up cinema's value as stage for ads and brand activity.
The intent behind the launch is to “capture the cultural moments inspired by film," she said. To do this DCM will work with agencies and brands to deliver creative across four content areas, technology, film content, film partnerships and content production.
Helmed by Kolesar, the wing will develop strategies for new activations, like promoting the pre-show through real-time or live advertising, using projection mapping, bringing AR, VR and MR into play as well as utilising social listening and geo retargeting to refine its practices.
Kolesar hinted that the solutions provided by the studio side-step a lot of the very issues currently facing the ad industry: “At a time when brands are faced with challenges around attention, safety and viewability, cinema’s offering has never been more powerful, with people actually paying to pay attention. Rather than blocking ads, fast forwarding through them, or closing their eyes whilst on the tube, cinemagoers are always looking forward."
Cinema revenues are up about 25% over the last three years – largely driven by premium tickets and experiences rather than audience volume. However, Kolesar said this growth in the sector has served as a big draw for brands. “Cinema’s proposition is stronger than ever and we’re determined to maintain this momentum and drive the industry forward.”
A good way of doing that is to be a pioneer in the space and launch new activations and schemes that will equally attract the attention of the press and as well as audiences. Kolesar concluded: “We want to forge relevant partnerships to transform how brands utilise the power of cinema.”
Recent activations that the DCM hopes to build on with its new wing is utilising its Dolby Atmos Sound to showcase the roar of the Jaguar F-Type’s engine – a campaign that would be difficult to implement in any other environment. Even standard TVCs benefit from the full cinema treatment.
The group’s work with Max Factor, Vauxhall, San Miguel, Jaguar, Ella’s Kitchen, Hop House and Cushelle reportedly warranted the forming of the new consultation team.