A D V E R T S
Digital Cinema Media 10 years of change in the advertising world
Ten years ago, Digital Cinema Media (DCM) was formed. Its input has helped cement the strength of the exhibitor’s offer — CEO Karen Stacey reflects on the power of cinema as an advertising medium.
Words: Karen Stacey
EN YEARS AGO, CARLTON Screen
3-4-week lead time. One of our biggest achievements has
Advertising was sold by ITV, with
been digitisation, which means we are now able to offer an
Cineworld and Odeon forming a joint
accountable and transparent process to our customers.
venture to run cinema advertising
Cinema’s digital revolution saw advertising move quickly
under a new company, Digital Cinema
from film, to hard drive, to USB and ultimately broadband
Media (DCM). Today, DCM makes up
delivery in a short space of time. Lead times have been
82% the UK’s cinema advertising marketplace, representing
shortened to under a week, with electronic distribution
Cineworld and Odeon, as well as working with Vue,
offering greater flexibility for advertisers, who are now able
Picturehouse, Everyman, Curzon and more than 160
to target by film, by showing, by cinema and by time across
independents. It has been an impressive journey.
our whole estate, meaning cinemas can compete on even
A digital revolution
terms with TV and other media, including online and radio. To put the scale of this project into context, during the
Despite the forward-looking name, DCM only converted to
first 12 months of going digital, 4m playlists were generated,
a fully digital operation in 2012. For cinema, there used to be
which works out as 72,000 playlists per week over 52 weeks.
a slow and tedious process of lengthy reel assembly and
Since September 2012, to date DCM has generated almost
distribution, often hand-delivered by couriers, with a
30m playlists (now on average 92,000 per week).
More than just a big screen, DCM’s research on the medium sells advertisers the strength of the cinema offering
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