Carlton plans to offer cross-media packages

Carlton Communications is expected to begin selling advertising packages across cinema, video and TV and will relaunch Cinema Me-dia as Carlton Screen Advertising.

The move will mean that advertisers will be able to create an association with a particular film throughout a cycle spanning a year to 18 months.

They will be able to advertise against a film at the cinema, when it appears on commercial video, and again when it appears either on satellite or terrestrial television.

One media director comments: “Carlton will bring TV buying practices to cinema. The company has such a stranglehold over that industry it’s the only way it could get extra money from the market.”

Another media buyer adds: “This could kill the flexibility of cinema. Cinema should have a separate sales house. But it could make sense for clients, as long as airtime is not sold conditionally.”

Carlton Screen Communications accounts for about 70 per cent of all cinema advertising sales. The rest of the market is taken up by Pearl & Dean Advertising.

Managing director Adam Poulter has brought in many Carlton TV sales staff, who are used to selling space in packages.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers get unlimited access to unrivalled coverage of the biggest issues in marketing and world-renowned columnists, alongside carefully curated reports and briefings from Econsultancy. Find out more.

    If you are an existing print subscriber find out how you can get access here.

    Subscribe now