Barclays Bank will replace TSB as the sponsor of film trailers in UK cinemas.
Barclays last week signed a 2.6m deal with the industry marketing body, the All Industry Marketing group, which negotiates on behalf of both film distributors and exhibitors. The deal is under-stood to have been brokered by broadcast sponsorship agent Media Dimensions.
Barclays’ presence will consist of 20- to 30-second “bump” breaks on either side of trailers shown just before the main feature.
The creative work will be produced by J Walter Thompson and will make its first appearance on UK screens at the end of this month.
The sponsorship will allow Barclays to give away free cinema vouchers to its customers as part of various promotions. The deal will last for one year, but Barclays will retain the option to review arrangements after nine months.
TSB had sponsored this slot for the last two-and-a-half years, but it has redirected money into other marketing areas since its merger with Lloyds Bank in 1995.
New and refurbished auditoria have contributed to a decade of rising cinema admissions. In 1984, cinema admissions fell to 54 million, the lowest recorded figure in the UK, according to the British Film Institute. By contrast, admissions last year totalled 123 million.
The audience is predominantly aged between 16 and 34, which is one of Barclays’ key target markets.