Digital Cinema Media (DCM) and Universal Pictures have joined forces to launch a first-of-its-kind partnership, curating a bespoke LGBTQ+ ad reel to run ahead of Universal Pictures’ new film, Bros, the first romantic comedy from a major studio that features an entirely LGBTQ+ principal cast.

In the ground-breaking spirit of the film, the ad reel will only feature content from advertisers aligned with the LGBTQ+ community, with brands including Rimmel, Virgin Atlantic, Pinterest and Premier Inn. DCM has also offered part of the ad reel to shine a light on LGBTQ+ charities, with content from Queer Britain, the first dedicated National LGBTQ+ Museum featured.

The media agencies that helped broker the campaign with DCM are PHD (Virgin Atlantic), Mediahub (Pinterest), UM (Premier Inn) and Zenith (Rimmel).

The campaign is created to highlight the important role advertising plays in expanding diversity in the media landscape and driving awareness around inclusive, authentic brand values that inspire positive change in LGBTQ+ representation.

The ad reel will begin with a full takeover of DCM’s ident, combining DCM’s logo with footage from the film, before leading into an introduction from Billy Eichner, co-writer, star and executive producer of Bros.

Eichner outlines the important role advertisers play in helping drive a positive change in audience attitudes and the responsibility to represent the diversity of their customers on screen. He explains how the specially curated ad reel is celebrating all the positive work featured brands have done to push the boundaries for the representation of the LGBTQ+ community in advertising.

Each brand spot will then run throughout the ad reel, interspersed with blipverts created by DCM Studios, with interviews from Bros cast members about the unique casting decisions made for the film, what it means for them and the future of the industry.

The campaign launches in cinemas on Friday 28 October and will run during all screenings of Bros across all of DCM’s estate, which represents 80% of the industry.

Davina Barker, Sales Director, Digital Cinema Media, commented: “We’re really proud of this campaign, which brings together advertisers who have initiatives that support the representation of the LGBTQ+ community. At DCM we are committed to reflecting diversity and inclusion and we are grateful to Universal, Billy Eichner and the Bros team for partnering with us on what is our biggest cultural intervention to date. Cinema creates cultural moments and we hope that this important campaign connects with our audiences and helps create a lasting legacy for better representation in the film and advertising industry.”

About Digital Cinema Media
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing almost 3,500 screens at over 500 sites for advertisers. DCM sells 80.1% of the cinema advertising market through exhibitors including Cineworld, ODEON, Vue, Curzon, Picturehouse Cinemas and many other leading independent cinemas. The power of cinema is its ability to reach and engage audiences with no distractions. The biggest screen, a dark room, the best sound and impactful content means cinemagoers are engaged and ready to be told stories, so brands have an unrivalled opportunity to entertain and connect with them. In the last few years, cinema advertising has also become easier to plan and buy, becoming more flexible and even more affordable, with shorter production lead times and improved sound and picture quality.

About Universal Pictures
Universal Pictures is a division of Universal Studios (www.universalstudios.com). Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production and marketing of entertainment, news and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. NBCUniversal is a subsidiary of Comcast Corporation.

About Bros
Universal Pictures proudly presents the first romantic comedy from a major film studio about two gay men maybe, possibly, probably, stumbling towards love. Maybe. They’re both very busy. 

From the ferocious comic mind of Billy Eichner (“Billy on the Street”, 2019’s “The Lion King”, “Difficult People”, “Impeachment: American Crime Story”) and the hitmaking brilliance of filmmakers Nicholas Stoller (the “Neighbors” films, “Forgetting Sarah Marshall”) and Judd Apatow (“The King of Staten Island”, “Trainwreck”, “The Big Sick”), comes “Bros”, a smart, swoony and heartfelt comedy about how hard it is to find another tolerable human being to go through life with.

Starring Billy Eichner, the first openly gay man to co-write and star in his own major studio film, and Luke Macfarlane (“Killjoys”), the film featuring an entirely LGBTQ+ principal cast, including Guy Branum (“The Other Two”), Miss Lawrence (“Star”), Ts Madison (“The Ts Madison Experience”), Dot-Marie Jones (“Glee”), Jim Rash (“Community”), Eve Lindley (“Dispatches from Elsewhere”), Monica Raymund (“Chicago Fire”), Guillermo Díaz (“Scandal”), Jai Rodriguez (“Uncoupled”) and Amanda Bearse (“Married …with Children”).

The film also features appearances by Emmy winner Debra Messing (“Will & Grace”), three-time Emmy nominee Bowen Yang (“Saturday Night Live”) and legendary four-time Tony winner Harvey Fierstein (“Torch Song Trilogy”). Bros is directed by Nicholas Stoller and is written by Billy Eichner & Nicholas Stoller. The film is produced by Judd Apatow p.g.a., Nicholas Stoller p.g.a. and Josh Church p.g.a. (co-producer “Trainwreck”, “Step Brothers”), and is executive produced by Billy Eichner and Karl Frankenfield (“Everything’s Trash”).

The score for Bros is by Tony winner and seven-time Oscar nominee Marc Shaiman, whose music has shaped some of the most iconic romantic films of the past three decades, including “When Harry Met Sally”, “Sleepless in Seattle” and “The American President”. The film is edited by Daniel Gabbe (“The Sandman”). The production designer is Lisa Myers (“Awkwafina Is Nora from Queens”) and the director of photography is Brandon Trost (“Neighbors” franchise).