Cinema advertising enters digital age

Brands will be able to book campaigns into cinemas much closer to film openings and take advantage of tactical opportunities with the final overhaul of screening and distribution technology.

batman thee dark knight rises

Cinema sales house DCM will offer clients the flexibility to schedule against movies such as Batman The Dark Knight Rises by the day instead of the week from the end of September. This means brands can be more responsive to a film’s popularity and take advantage of tactical opportunities for their own products.

DCM will completely switch its advertising distribution, campaign delivery and scheduling to digital from 28 September.

The sales house services the Odeon, Vue and Cineworld chains and will now be able to start a campaign on any day of the week, handle multiple copy executions, change copy and even rotate copy during a campaign.

The deadline for campaign spots also comes down from the present three weeks to just a single week.

DCM has also overhauled its own systems to better help connections with other digital channels, such as 4G, NFC and WiFi.

The company’s managing director, Simon Rees, says: “We’re expecting the adoption of digital technology to trigger a huge period of change and creativity in cinema advertising. The new digital cinema advertising products will give creative advertisers unprecedented levels of speed and choice in how and when they can access and interact with the audience.”

The arrival of full digital projection for the majority of cinemas across the UK has taken more than a decade since it was first mooted. To reach this level of blanket updated technology the UK cinema industry has invested £200 million in 3,000 digital projectors.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here