Digital Cinema Media
Encyclopedia
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.
Recently, Vue signed a deal that saw the chain join the DCM brand from January 1, 2011. The deal now makes DCM the most profitable cinema advertising firm in Europe, supplying advertisements for nearly 90% of cinemas in the UK.
was created by Carlton Communications
on their purchase of the cinema advertising company Rank Screen Advertising from the Rank Group, which supplied cinema advertising for Odeon, Cineworld and then ABC and UCI cinemas before the resepctive takeovers by Odeon. Following its buyout of Virgin Cinemas
in 1999, UGC
joined the group before its UK business was taken over by Cineworld in 2004.
In July 2008, Cineworld Group plc and Odeon Cinemas Ltd acquired the company as a 50-50 joint venture. Its name was subsequently changed to Digital Cinema Media (DCM) for the company's UK sites. The new look and identity first came into force on October 1, 2008. The Republic of Ireland sites continue to use the Carlton name.
In April 2011, DCM changed their on-screen identity for the second time.
Each film that is released in 3D now comes with a selection of advertising spots in that format. These adverts are shown after the regular 2D reel, interluded with a sponsored message, informing the audience that they must now put on their 3D glasses to enable the chance to view the following adverts in 3D.
Cineworld
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...
Ltd. The firm supplies cinema advertisements to both of the company's cinema chains.
Recently, Vue signed a deal that saw the chain join the DCM brand from January 1, 2011. The deal now makes DCM the most profitable cinema advertising firm in Europe, supplying advertisements for nearly 90% of cinemas in the UK.
Formation
In 1996, Carlton Screen AdvertisingCarlton Screen Advertising
Carlton Screen Advertising is the main cinema advertising company in Ireland. The company is owned by Dermot Hanrahan.-History:Carlton Screen Advertising was established in 1996 when Carlton Communications purchased the cinema advertising company Cinema Media , then owned by a venture capital...
was created by Carlton Communications
Carlton 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....
on their purchase of the cinema advertising company Rank Screen Advertising from the Rank Group, which supplied cinema advertising for Odeon, Cineworld and then ABC and UCI cinemas before the resepctive takeovers by Odeon. Following its buyout of Virgin Cinemas
Virgin Cinemas
Virgin Cinemas was founded in 1995 when Sir Richard Branson's Virgin Group acquired MGM Cinemas, the largest movie theatre operator in the United Kingdom...
in 1999, UGC
UGC
UGC is the second largest cinema operator in Europe with, as of August 2005, 49 sites and 553 screens across four countries:* France: 37 cinemas, 357 screens* Spain: 5 cinemas, 88 screens* Belgium: 3 cinemas, 43 screens* Italy: 4 cinemas, 66 screens...
joined the group before its UK business was taken over by Cineworld in 2004.
In July 2008, Cineworld Group plc and Odeon Cinemas Ltd acquired the company as a 50-50 joint venture. Its name was subsequently changed to Digital Cinema Media (DCM) for the company's UK sites. The new look and identity first came into force on October 1, 2008. The Republic of Ireland sites continue to use the Carlton name.
In April 2011, DCM changed their on-screen identity for the second time.
3D advertising
Following the current trend of the latest films becoming available in digital 3D, DCM announced plans to go down that route with advertising. In December 2009, the hugely popular film Avatar was the first film in Britain to be coupled with a 3D advertising reel.Each film that is released in 3D now comes with a selection of advertising spots in that format. These adverts are shown after the regular 2D reel, interluded with a sponsored message, informing the audience that they must now put on their 3D glasses to enable the chance to view the following adverts in 3D.