UK cinema advertising market leader launches seven-month blockbuster opening weeks cinema sponsorship with leading tech manufacturer
Tuesday 9th May – 9AM: Digital Cinema Media (DCM), the market leader in UK cinema advertising, announces its seven-month nationwide partnership with Samsung, the leading tech manufacturer, which sees the alliance launch a blockbuster opening week ident take over package for this year’s biggest films, kicking off with Guardians of the Galaxy Vol.3.
The partnership orchestrated by DCM in collaboration with Starcom, Samsung’s media agency, will see Samsung align with cultural cinematic moments throughout the rest of the year by taking over DCM’s idents in the opening week of this year’s biggest blockbusters across the cinema advertiser’s s entire estate. The opening week of a film’s release is the first opportunity cinema fans get to see their favourite content on the big screen, delivering the greatest number of admissions while commanding the most attention and generating the most conversation.
The cinema exclusive campaign centres around bespoke co-branded idents, which have been created by DCM’s creative team, DCM Studios. The idents open with the tagline ‘Samsung presents Big Screen Blockbusters’ and a pet owner relaxing on a balcony with his cat, Bebo, while a Samsung TV is being delivered. Once the TV is set-up, Bebo is so impressed by the TV and expresses his fascination by saying “Wow”, much to the shock of his owner.
A 30” brand campaign will also run in the reel, which tells a longer story of Bebo’s owner who embarks on a
quest to impress Bebo by showing the grumpy feline all sorts of amazing things in an attempt to get him to say ‘WOW’, before the cat utters the magic word in front of their new Neo QLED Samsung TV. The partnership is set to build a real affinity with great movie content reaching Samsung’s audience.
The campaign runs from May and will end in October, with 2023 set to premier an incredible film slate. The
alliance will also include films such as Fast X, The Little Mermaid, Spider-man: Across The Spider-Verse, Indiana Jones and The Dial of Destiny, Mission: Impossible – Dead Reckoning Part 1, Oppenheimer and Kraven The Hunter.
Davina Barker, Sales Director, Digital Cinema Media, said: “Samsung is a long-term cinema advertiser and
through sponsorship of the Blockbuster Opening Weeks, which is the most highly anticipated period of a film’s
release, Samsung has capitalised on a great opportunity to reach an invaluable audience in a fun and engaging way.”
Zeena Hill, Marketing Director, Samsung Electronics Co., Ltd says: “We’re really excited to be partnering with
DCM. The campaign puts Samsung front of mind for consumers when thinking about their at home viewing
experience - with our latest Neo QLED TV through a playful ad. The alliance is a key pillar of our overall strategy to build an explicit association between Samsung and cinematic content, making the connection through relevant cultural moments for our premium TV intenders audience.”
Claire Toland, Business Director, Starcom UK commented: “This partnership with DCM aligns Samsung with
some of this year’s biggest and most exciting films. This is a really exciting time for cinema, as it was called out in the latest AA WARC report for having the most increase (37.2%) in Q1 2023 for ad spend and we’re thrilled to be supporting Samsung to be a part of this growth.”
Notes to editors:
About Digital Cinema Media
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing almost 3,500 screens at
over 500 sites for advertisers. DCM sells 80% of the cinema advertising market through exhibitors including
Cineworld, ODEON, Vue, Curzon, Picturehouse Cinemas and over 170 leading independent cinemas,
representing the largest number of independent cinema screens in the UK.
The power of cinema is its ability to reach and engage audiences with no distractions. The biggest screen, a dark room, the best sound and impactful content means cinemagoers are engaged and ready to be told stories, so brands have an unrivalled opportunity to entertain and connect with them. In the last few years, cinema advertising has also become easier to plan and buy, becoming more flexible and even more affordable, with shorter production lead times and improved sound and picture quality.
About Samsung Electronics Co., Ltd.:
Samsung inspires the world and shapes the future with transformative ideas and technologies. The company is redefining the worlds of TVs, smartphones, wearable devices, tablets, digital appliances, network systems, and memory, system LSI, foundry and LED solutions. For the latest news, please visit the Samsung Newsroom at http://news.samsung.com/uk.
About Starcom:
Starcom’s mantra is to be Smarter. Faster. Braver. Their intelligence-driven model fuses media, creativity,
technology and data to drive faster growth for clients. With more than 5,000 employees worldwide, Starcom
partners with the world's leading marketers and new establishment brands, including AXA, E.ON, Stellantis
(formerly FCA), KP Snacks (Intersnack), Procter & Gamble, Puig, Samsung, Visa and more. Starcom is part of
Publicis Media’s market-leading media agencies that sit within Publicis Groupe [Euronext Paris FR0000130577,
CAC40].
For further information please contact:
Digital Cinema Media
Zoe Aresti
Head of Marketing & Communications
+44 (0)20 7534 6228
Zoe.Aresti@dcm.co.uk
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