Pearl & Dean, the UK’s best-known cinema advertising contractor, announces it is partnering with experience agency DIVE, to create and deliver bespoke experiential campaigns, strategic partnerships, productions, stunts and events in film and cinema advertising.

DIVE, which launched in early 2021, is an experience agency working across the broad spectrum of entertainment. It works with consumer brands, film studios, distributors, broadcasters, content creators, record labels and cultural institutions.

Pearl & Dean and DIVE successfully collaborated on several projects in 2021 – launching an experiential partnership between Birra Moretti (Heineken) and The Luna Cinema. They also aligned Green & Black’s with cinema via a chocolate, film and cocktail pairing experience with Everyman, and brought this campaign to life with a UK premiere for the British film Silent Night presented by Green & Black’s and Everyman.

After the success of these partnerships and experiences Pearl & Dean is cementing its relationship with DIVE through a formal collaboration. All Pearl & Dean clients are offered the opportunity to integrate DIVE as part of their campaigns.

DIVE has a strong heritage of working in the film and entertainment industry and was set up by Ellie Davidson (Executive Director), Gemma Cole (Creative & Production Director) and Richard Williams (Business Development & Strategy Director), who each have over 12 years of experience working across entertainment brands and businesses.

The trio’s varied background includes working with and for leading brands across multiple entertainment and culture properties, such as; Channel 4, Jameson Irish Whiskey, BFI, Warner Bros, Picturehouse and eOne. Highlights include helping Channel 4 launch shows including The End of the Fxxxing World and This Is England 90”, acting as global film industry consultants for Jameson Irish Whiskey and producing live music gigs including the BRIT Awards after-show party with Kasabian for charity War Child.

Kathryn Jacob OBE, CEO at Pearl & Dean, said: “We are thrilled to welcome the whole team at DIVE to the Pearl & Dean family, and to be working together to deliver some fresh and innovative brand and film campaigns. With spring and summer and a plethora of fun outdoor cinema experiences and events just around the corner, this is the perfect opportunity for brands and advertisers to embrace our long-awaited need for shared experiences through creating exciting new activations with impact.”

Ellie Davidson, Executive Director at DIVE, said: “We really appreciate the value of peoples’ free time, especially right now as we ease out of this pandemic, and so an important part of our work at DIVE is helping people to make the most of it. It’s a great privilege to be partnering with Pearl & Dean, which is such an iconic name in the film and advertising industry. Through our new partnership we’re looking forward to creating moments that bring people together and enable our clients to form strong, genuine, and lasting connections with audiences across the entertainment industry and beyond.”

About DIVE
DIVE is an experience agency that creates culturally relevant brand partnerships, campaigns, and productions. At DIVE we take free time seriously – it’s when we feel most ourselves. We collaborate with brands to create memorable moments that make sure our free time is always a good time.

DIVE works with clients and partners across the spectrum of entertainment — including consumer brands, film studios & distributors, broadcasters, cinemas, record labels, festivals, and cultural institutions. www.wedive.co

About Pearl & Dean
Pearl & Dean is the UK’s best-known cinema advertising contractor. Representing a wide range of cinemas, with multiplex chains offering landmark locations throughout the UK & Ireland including Everyman, Showcase, Empire, Movie House, AMC and Omniplexsites. Its iconic theme tune, Asteroid, evokes an instant aroma of popcorn and fun.

Pearl & Dean also represents the majority of the independent exhibition sector, with a portfolio of quality circuits such as Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like Luna Cinema, each offering individuality and often a specialist audience.

Pearl & Dean’s cinemas offer a varied schedule of programming – from the latest blockbusters through to classic and art-house movies to alternative content such as live opera or concerts. All of this enables Pearl & Dean to offer advertisers precise targeting of either specific demographics or the population as a whole, in an environment where advertisers can showcase brands to a relaxed and captive audience.