Carlton Screen Advertising
Encyclopedia
Carlton Screen Advertising is the main cinema
advertising company in Ireland
. The company is owned by Dermot Hanrahan.
purchased the cinema advertising company Cinema Media (formerly RSA), then owned by a venture capital company backed by Shroeders who had bought Rank Screen Advertising from the then beleagured Rank Group
and renamed it eponymously. The Rank Organisation, smarting from a disastrous deal to buy Mecca Bingo Halls, was forced to sell the family silver and first Rank Screen Advertising then Rank Films were sold off followed later by even their prized Odeon circuit itself.Shroeders did spectacularly well out of the deal to buy Rank Screen Advertising as they netted a multi-million pound profit in just 3 years.However the high purchase price and the increasingly onerous terms of business with the cinema exhibitors led to its eventual sale by ITV to Cineworld and Odeon.
On 2 February 2004, Carlton Communications merged with Granada plc
to create ITV plc
, following which the Carlton name was dropped from all other uses.
Until its break-up in 2008, Carlton Screen Advertising was the largest cinema advertising company in the UK. A tough advertising climate in the mid-2000s saw it struggle to make a profit and it was sold on when ITV made the decision to focus on core assets.
Group plc and Odeon Cinemas
acquired a 65% majority stake in the UK operation. On 1 January 2009, this was rebranded as Digital Cinema Media
.
The Irish operation remained as Carlton Screen Advertising, and continued to be wholly owned by ITV plc until May 2009, when it was acquired by Dermot Hanrahan. It continues to use the Carlton branding and on-screen ident.
The Carlton idents were also rather similar to a former cinema commercial for Levis Jeans produced by Bartle Bogle Hegarty which used the same branding imagery.
Film
A film, also called a movie or motion picture, is a series of still or moving images. It is produced by recording photographic images with cameras, or by creating images using animation techniques or visual effects...
advertising company in Ireland
Ireland
Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...
. The company is owned by Dermot Hanrahan.
History
Carlton Screen Advertising was established in 1996 when Carlton CommunicationsCarlton Communications
Carlton Communications was a British media company. It was led by Michael Green and listed on the London Stock Exchange from 1983 until 2 February 2004, when it taken over by Granada plc to form ITV plc with Carlton gaining 32% of the new company....
purchased the cinema advertising company Cinema Media (formerly RSA), then owned by a venture capital company backed by Shroeders who had bought Rank Screen Advertising from the then beleagured Rank Group
The Rank Group
The Rank Group plc is a European gaming and leisure business. It is listed on the London Stock Exchange and is a constituent of the FTSE 250 Index.-History:...
and renamed it eponymously. The Rank Organisation, smarting from a disastrous deal to buy Mecca Bingo Halls, was forced to sell the family silver and first Rank Screen Advertising then Rank Films were sold off followed later by even their prized Odeon circuit itself.Shroeders did spectacularly well out of the deal to buy Rank Screen Advertising as they netted a multi-million pound profit in just 3 years.However the high purchase price and the increasingly onerous terms of business with the cinema exhibitors led to its eventual sale by ITV to Cineworld and Odeon.
On 2 February 2004, Carlton Communications merged with Granada plc
Granada Television
Granada Television is the ITV contractor for North West England. Based in Manchester since its inception, it is the only surviving original ITA franchisee from 1954 and is ITV's most successful....
to create ITV plc
ITV plc
ITV plc is a British media company that operates 12 of the 15 regional television broadcasters that make up the ITV Network, the oldest and largest commercial terrestrial television network in the United Kingdom...
, following which the Carlton name was dropped from all other uses.
Until its break-up in 2008, Carlton Screen Advertising was the largest cinema advertising company in the UK. A tough advertising climate in the mid-2000s saw it struggle to make a profit and it was sold on when ITV made the decision to focus on core assets.
Break-up and sale
The company's UK and Irish operations were separated in mid-2008, when CineworldCineworld
Cineworld Group plc is a cinema chain operating in the United Kingdom, the Republic of Ireland and Jersey. The chain consists of 78 cinemas; 76 of which are located in the UK and one each in Ireland and Jersey. It is the second-largest cinema operator in the UK with 801 screens, and the owner of...
Group plc and Odeon Cinemas
Odeon Cinemas
Odeon Cinemas is a British chain of cinemas, one of the largest in Europe. It is owned by Odeon & UCI Cinemas Group whose ultimate parent is Terra Firma Capital Partners.-History:Odeon Cinemas was created in 1928 by Oscar Deutsch...
acquired a 65% majority stake in the UK operation. On 1 January 2009, this was rebranded as Digital Cinema Media
Digital Cinema Media
Digital Cinema Media is an advertising company first formed in July 2008 by Cineworld Group plc and Odeon Cinemas Ltd. The firm supplies cinema advertisements to both of the company's cinema chains....
.
The Irish operation remained as Carlton Screen Advertising, and continued to be wholly owned by ITV plc until May 2009, when it was acquired by Dermot Hanrahan. It continues to use the Carlton branding and on-screen ident.
Ident
The ident for Carlton Screen Advertising was usually the first clip to play in a cinema, and consisted of the trademark Carlton star as a brand being put into flames for a few moments, before being removed and thrusted at the screen. Unlike Carlton's TV idents at the time, this was often considered frightening due to its loud, powerful sounds and visuals of flames.See also
- ITV plcITV plcITV plc is a British media company that operates 12 of the 15 regional television broadcasters that make up the ITV Network, the oldest and largest commercial terrestrial television network in the United Kingdom...
- Digital Cinema MediaDigital Cinema MediaDigital Cinema Media is an advertising company first formed in July 2008 by Cineworld Group plc and Odeon Cinemas Ltd. The firm supplies cinema advertisements to both of the company's cinema chains....
The Carlton idents were also rather similar to a former cinema commercial for Levis Jeans produced by Bartle Bogle Hegarty which used the same branding imagery.