DCM revealed the show, designed as a potential brand sponsorship vehicle, in September. It is designed to help brands to connect with an opinion-forming 15- to 34-year-old youth audience and takes the form of a 60” entertainment slot that features bespoke content.
This includes exclusive interviews with stars, footage from premieres and film sets as well as the latest film news.
It will run in every DCM digital cinema in the UK beginning tomorrow (5 March) before films such as Alice in Wonderland and Avatar.
Universal Pictures UK has given DCM exclusive access to its movies and stars for the first of the shows, produced by MyMovies.Net.
The first show features an exclusive interview with Matt Damon, star of Universal’s action film Green Zone, as well as footage from the BAFTAs. Future shows are likely to involve partnerships with all the major studios, with planning underway well into 2010.
DCM says that advertisers can tie up with From The Red Carpet for sponsorship bumpers and on-screen logos and that there is the potential to place fresh products and services within the content.
The show will be supported by online activity and the content will be refreshed every two weeks.
The 60-second entertainment show will run ahead of the film trailers for every film showing at DCM’s digital UK cinemas, which include Odeon, Cineworld and Empire.