DCM Expands Advertising Opportunities to Cover Outdoor Cinema

(March 29, 2021) – Digital Cinema Media (DCM) is expanding its advertising opportunities to cover outdoor cinema across the UK, with the newly expanded outdoor cinema operator HIDEAWAY CINEMA joining its cinema portfolio in 2021.

HIDEAWAY CINEMA has launched a fresh new programme for 2021, offering unique cinematic experiences for its audiences. It has partnered with iconic venues in locations around the UK and curated a film programme of both classic and upcoming theatrical release titles for its 2021 venture, which commences with a premiere screening of “Wonder Woman 1984” on 20 May at the Honourable Artillery Company (HAC) in London.

Setting them apart from the competition, HIDEAWAY CINEMA is trailblazing in the outdoor cinema market with cutting-edge technology and relationships with studio bosses that allows them to screen new releases, such as “Godzilla Vs Kong”, “Tom and Jerry” and “Space Jam” from just two weeks after their initial release.

Brands looking to further engage audiences will be able to take advantage of standard screen time opportunities, as well as tailored brand partnership packages with additional touch points.

Karen Stacey, CEO, DCM commented: “We are thrilled to welcome HIDEAWAY CINEMA as our first Outdoor Cinema partner to further expand our offering to our customers. 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.”

CEO of HIDEAWAY CINEMA Jack Denman said, “We know society needs normality and routine after a year like no other. Anguish and pain can only be endured for so long, and we hope to bring a small slice of the normality and freedom unique to the world of film. We are excited to bring Hideaway Cinema to a venue near you and know that you will get to enjoy the experience, finally.”

HIDEAWAY CINEMA started as a regional project in the South West of England and over the last year has grown exponentially to offer experiential moments nationwide. In 2021 the outdoor cinema venture will tour the UK from 20 May, with Halloween and Christmas programming to be announced shortly.

The locations of each screening have been chosen for both their local iconic status and for providing a safe, outdoor space to finally enjoy entertainment with friends and family in the wake of Covid-19. Locations include the Honourable Artillery Company (HAC) in London, former RAF base Bicester Heritage, Royal Windsor Racecourse and Cheltenham Racecourse, with many more sites still to be announced.

This year’s programme has been curated to treat cinema fans of all ages to catch both classic and theatrical release titles on the big screen. Titles include “Wonder Woman 1984”, multi-Oscar winning “Joker”, cult classics “Pulp Fiction” and “Reservoir Dogs”, musical hits including “Bohemian Rhapsody”, “Grease”, “Mamma Mia”, “Rocky Horror Picture Show”, “The Greatest Showman”, “Rocketman” and “A Star is Born”.

The preliminary programme can be found at www.HideawayCinema.com, with additional announcements and special screenings to be confirmed in due course.

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, Picturehouse, Curzon, many other leading independent cinemas and HIDEAWAY Cinema, its first outdoor cinema partner. The power of cinema is its ability to reach and engage audiences with no distractions. The biggest screen, 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 Hideaway Cinema
Hideaway Cinema has always been a concept born through adaptation and innovation. The founders started their journey in outdoor cinema as their summer project to fill the void created when their student events ceased for the summer. From humble beginnings of 4 outdoor cinema screenings in a car park in the south west, they have rapidly and systematically scaled to service the ever-increasing demand for experiences and lifestyle events. The year 2020 proved the catalyst for further growth in 2021 as COVID-19 restrictions led to a marketplace with reduced competition coupled with a notoriously stagnant cinema industry having to adapt and diversify to service consumer demand.

Social Distancing Pod System
To comply with current Government COVID guidelines tickets are available for a socially distanced pod to which you will be guided on arrival by a member of the team; the capacity of each pod will range from 2-6 persons.

It is anticipated that from 21st June the pod system will no longer be required by law, however, tickets will continue to be sold in the format in case social distancing is still required to be maintained.

In the event that your group is larger than 6 you may purchase as many pods as required to meet your total admissions. For example, a group of 9 should purchase a pod for 4 and a pod for 5; as long as both parties arrive at the same time, they will be shown to adjoining pods wherever possible. The group will still be required to maintain social distancing by law and may be asked to leave should there be a continual breach of COVID Guidelines.

Should restrictions be eased on 21st June customers will be free to find their own seating area.

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