Pearl & Dean Celebrates Iconic BFI IMAX Partnership

London ( May 3, 2023 ) -

Cinema advertising contractor Pearl & Dean has landed an impressive contract with the UK’s biggest cinema screen, BFI IMAX. The newly formed relationship kicked off in April 2023.

This new deal builds on Pearl & Dean’s existing relationship with the BFI as it already has a longstanding partnership with BFI Southbank.

Pearl & Dean is aligning the BFI IMAX on-screen advertising model with the current offering at BFI Southbank, by providing an exclusive long term gold spot, which has already been secured by a luxury advertiser until the end of 2023. This brand will be the only advertiser to run campaigns prior to all screenings.

BFI IMAX is home to one of the largest, most state-of-the-art screens in Europe, including IMAX 2D and 3D, with IMAX 15/70mm, standard 70mm and 35mm film projectors. On average, the cinema welcomes 300,000 cinemagoers each year, showcasing the best Hollywood blockbusters, hosting the UK’s highest profile red carpet premieres, as well as beautiful BFI National archive restorations set to live scores, all-nighters and incredible documentary screenings – all accompanied by talent Q&As year-round.

Kathryn Jacob OBE, CEO at Pearl & Dean said: “BFI IMAX is one of the most iconic screens in the UK and this is a fantastic win for us at Pearl & Dean, especially as we celebrate our 70th anniversary as a business and continue to strengthen our position and offering in the market. We’re very excited that we have secured a brand that has embraced this exclusive advertising opportunity, and look forward to working closely with them in 2023.

Stuart Brown, Head of Programme and Acquisitions, BFI said: “We are delighted to be building upon our already strong partnership with Pearl & Dean, who share with us a rich heritage in cinema history. BFI IMAX is an iconic destination and has such huge potential for some incredible, creative campaigns for advertisers, and we are excited to be working with the Pearl & Dean team to bring these to life and show how impactful cinema creative can be.”

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 Showcase, Empire, Movie House, and Omniplex sites. 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 Everyman, The Light Cinemas, Scott Cinemas, Northern Morris and WTW Cinemas as well as independently operated cinemas, drive-in cinemas and outdoor experience cinemas like The 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.

About the BFI
BFI is a cultural charity, a National Lottery distributor, and the UK’s lead organisation for film and the moving image.

BFI’s mission is:

· To support creativity and actively seek out the next generation of UK storytellers

· To grow and care for the BFI National Archive, the world’s largest film and television archive

· To offer the widest range of UK and international moving image culture through our programmes and festivals – delivered online and in venue

· To use our knowledge to educate and deepen public appreciation and understanding

· To work with Government and industry to ensure the continued growth of the UK’s screen industries

Founded in 1933, the BFI is a registered charity governed by Royal Charter. The BFI Board of Governors is chaired by Tim Richards.

About the BFI IMAX
The BFI IMAX cinema reopened its doors to film fans in November 2022 following an ambitious refurbishment to create a completely immersive cinema experience. Wide-ranging enhancements include a new 4K IMAX with Laser projection system, booming 12-channel sound technology and a brand new 65 foot IMAX screen – still reigning supreme as the nation’s biggest – all combining to keep the iconic Waterloo destination a must for movie lovers.

Since launching 23 years ago in 1999, BFI IMAX has become one of the most successful IMAX cinemas in the world and playing host to some of the world’s biggest film premieres including Eternals, Mission Impossible: Fallout, Inception, The Batman and X-Men: Apocalypse. A-list talent have attended events at BFI IMAX, with Leonardo DiCaprio, Angelina Jolie, Tom Cruise, Salma Hayek, Robert Pattinson, Hugh Jackman, Thandiwe Newton, The Rock, Kevin Hart, Kit Harrington, Gemma Chan, Brad Pitt, Michael Douglas, Idris Elba, Andy Serkis, Margo Robbie, Christopher Nolan and even Prince William attending for screenings, premieres or to catch the latest releases themselves in the best possible way.

About IMAX Corporation
IMAX, an innovator in entertainment technology, combines proprietary software, architecture, and equipment to create experiences that take you beyond the edge of your seat to a world you’ve never imagined. Top filmmakers and studios are utilizing IMAX theaters to connect with audiences in extraordinary ways, and, as such, IMAX’s network is among the most important and successful theatrical distribution platforms for major event films around the globe.??Streaming technology company SSIMWAVE, an IMAX subsidiary, is a leader in AI-driven video quality solutions for media and entertainment companies.

IMAX is headquartered in New York, Toronto, and Los Angeles, with additional offices in London, Dublin, Tokyo, and Shanghai. As of September 30, 2022, there were 1,703 IMAX theater systems (1,622 commercial multiplexes, 12 commercial destinations, 69 institutional) operating in 87 countries and territories. Shares of IMAX China Holding, Inc., a subsidiary of IMAX Corporation, trade on the Hong Kong Stock Exchange under the stock code “1970.”

IMAX, IMAX Dome, IMAX 3D, IMAX 3D Dome, Experience It In IMAX, The IMAX Experience, An IMAX Experience, An IMAX 3D Experience, IMAX DMR, DMR, Filmed For IMAX™, IMAX LIVE™, IMAX Enhanced™, IMAX nXos, SSIMWAVE and Films to the Fullest, are trademarks and trade names of the Company or its subsidiaries that are registered or otherwise protected under laws of various jurisdictions. For more information, visit You may also connect with IMAX on Instagram (, Facebook (, Twitter (, YouTube ( and LinkedIn (