Joint venture will allow advertisers new ways to engage and interact with customers across the cinema experience
Digital Cinema Media (DCM), the market leader in cinema advertising, has today announced that, after a competitive tender, it has appointed destination audience media specialist KBH Group to sell Digital and Classic Out-of-Home advertising in some of its cinemas across the UK.
Effective immediate, the KBH Group is now responsible for selling a variety of high-impact media networks located within high-traffic cinema areas, including entrances and foyers.
These Out-of-Home channels reach a substantial audience at a point where they are in a receptive, treat-ready mindset, open to paying attention to ad messaging.
For two-thirds of cinemagoers, a trip to the cinema isn’t just about the film, it’s about the whole experience surrounding it (source: DCM / Old Salt).
Digital and Classic 6-sheets are a way for advertisers to maximise the opportunity offered by becoming part of such a positive experience.
David Hipkiss, Commercial & Trading Director, Digital Cinema Media, commented: “The cinema medium has been going from strength-to-strength since we reopened last May, with audiences returning in large numbers and ad revenues surging. At DCM, we are constantly thinking about ways to improve and enhance the cinema-going experience for our audience, which is bigger than just the movie.”
He added: “The KBH Group has significant expertise in consolidating and standardising media formats to create cohesive, easy to buy, clearly defined media channels to monetise destination audiences. We look forward to working with the team to ensure advertisers are easily able to access and enjoy all the benefits of reaching the desirable cinema-going audience across all touchpoints of the cinema visit.”
KBH Group Managing Director, Ian Reynolds, said: “At the KBH Group we are delighted to have extended our portfolio into the exciting, thriving world of cinema, realising our ambition to connect advertisers with audiences in multiple destination environments through Out-of-Home channels. Visiting the cinema is really important to a lot of people; they value those visits and look forward to them. We are really looking forward to making the benefits of engaging with this desirable, receptive audience available to a broad portfolio of brands.”
Post-pandemic, cinema trips are most definitely back on the agenda. 75% of cinemagoers plan to visit as much as, or more often than, they did pre-pandemic, and 74% of those intending to return are really excited about that next visit. Since reopening in May 2021, audiences have been returning in high numbers to see new content on the big screen. Many titles have broken box office and audience figure records, most notably Bond’s No Time To Die and Spider-Man: No Way Home, which have quickly become two of the biggest films of all-time.
2022 presents an even more exciting film slate that is expected to deliver another strong year of cinema admissions and box office globally.
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 the KBH Group’
The KBH Group specialises in audience mindset media, linking advertisers with consumers through high impact media channels in specific destinations, including the rail environment and cinemas. To deliver exceptional audiences to advertisers, the KBH Group currently partners with 14 major UK train operating companies and the UK cinema advertising market leader Digital Cinema Media (DCM). To find out more, visit the website: kbhgroup.co.uk.