Digital Cinema Media appoints Naked for strategic review

Digital Cinema Media, the cinema company formerly known as Carlton Screen Advertising, has appointed Naked Communications to undertake a strategic review of its business.

The agency will look at the current and future cinema market and develop a new long-term brand positioning and identity for Digital Cinema Media. The agency is now talking to key advertisers, media and creative agencies.

Naked strategy director, Dan Cresta, says the newly formed company aims to “reinvigorate” the cinema advertising sector and reassert the benefits of the medium.

Digital Cinema Media interim chief executive Debbie Chalet says the sales house will “review both cinema as a medium and our place within the market”.

Digital Cinema Media was formed between Odeon Cinemas and Cineworld Group in March this year. The new ownership, which takes over in July, will establish the sales house as a media owner.

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