The recently created Cinema Marketing Agency (CMA) has named Diana Berman as its first marketing and development director.
Berman was chosen from more than 200 applicants. She joins from production company Tribute Entertainment, where she was a broadcast consultant.
She has held several marketing posts in Australia, including director of marketing at the Australian Film Commission.
The CMA has a brief to find sponsors for the UK cinema industry and promote cinema-going. It was set up in June, funded jointly by All Industry Marketing for Cinema (AIM) and the Film Council in a deal expected to last a minimum of three years.
UK cinemas are enjoying a customer boom. However, according to AC Nielsen, the UK averages 2.5 cinema visits a person each year, compared with four in Ireland and the US.
Peter Dobson, chairman of both the CMA and AIM, says: “The CMA business plan is designed to create a footprint of promotional activities to secure additional cinema visits during off-peak weekdays. The search is under way for a new, blue-chip industry sponsor to support the CMA’s initiatives.”