Digital Cinema Media (DCM) has partnered with outdoor film operator, Hideaway Cinema to provide a range of advertising opportunities across its summer slate.
This will include standard on-screen ads, as well as brand partnership packages with additional touch-points.
The tie-up coincides with the long-awaited reopening of British cinemas, which are poised to push play from 17 May under a plan set out by Prime Minister Boris Johnson.
DCM takes cinema advertising outdoors
Hideaway Cinema specialises in unconventional screening venues, dispensing with musty auditoriums to bring the big screen to locations as varied as a former RAF base at Bicester Heritage and Cheltenham Racecourse.
This gives film fanatics a chance to soak up the ambience of their chosen movie be that a classic from yesteryear or the latest Hollywood smash hit.
Now brands will be able to tap into this experience with tailored advertising opportunities be that run of the mill screen real estate or more in-depth partnerships.
Cinema starved punters eager for some big-screen action post lockdown will be offered the chance to view Wonder Woman 1984 on 20 May at the Honourable Artillery Company in London.
Welcoming the chance to screen once again DCM CEO Karen Stacey said: “There’s clearly pent-up demand from people to get out and enjoy experiences once again, and we know that cinema is one of the most missed social activities during lockdown.
"People’s desire to get back to the cinema experience and once again be captivated by great stories on the big screen will mean brands can make the most of this partnership to target audiences in stunning and immersive environments.”
Entering into the seasonal spirit Hideaway Cinema is also planning a dedicated Halloween and Christmas schedule to extend the fun through autumn and winter.
Why it matters
The news provides a welcome bright spot for a cinema industry that has been decimated by Covid-19, with DCM providing the first glimmer of light at the end of the tunnel.
Over the past year, major releases have been forced to bypass a theatrical run entirely with titles such as Disney's Mulan and Eddie Murphy's Coming 2 America heading straight to on-demand platforms.
Such releases have failed to capture the public zeitgeist however with the absence of communal screenings and the subsequent word of mouth 'hype' surrounding them hitting their overall audiences according to research by Enders.
From a low base double-digit growth is now anticipated across most media sectors in 2021, rising to triple-figure expansion for cinemas which are set fair to rebound by 228.4%.
By comparison, digital out-of-home is likely to grow by 53.6% while, traditional out of home expands 37.7%, and video on demand increases 21.2%.
A muscular recovery is predicated on a successful vaccine rollout and European trade deal but 2021 is looking stronger than at any point since the pandemic began according to the Advertising Association.