Everyman Cinemas has appointed Digital Cinema Media (DCM) as its new commercial partner, it has been announced.
DCM will take over the contract, which has been held by Pearl & Dean for more than ten years, from 12 December, and will see DCM cover 81% of cinemas in the UK, representing 3,107 screens at 485 sites.
Everyman is an independent network of so-called boutique cinemas with 19 venues across the UK, and another three soon to open in Chelmsford, Stratford-Upon-Avon and Kings Cross. The business joins Cineworld, ODEON and Vue, as well as independent cinema groups Curzon and Picturehouse, in partnering with DCM.
Meanwhile, Pearl & Dean now represents Showcase, Empire, Movie House, AMC and Omniplex sites, as well as independents such as Scott Cinemas, Northern Morris and WTW Cinemas.
“Here at DCM it isn’t just about owning the ultimate screen in media; our focus has been on matching that with an unrivalled, premium service for our customers to make the experience as memorable as possible,” said DCM’s CEO, Karen Stacey.
“I have always admired the Everyman chain and am very proud and excited to be begin working with the Everyman team from December onwards. The 2017 film slate offers some amazing opportunities for us to really make the most of the partnership by providing unique, premium experiences.”
Everyman CEO, Crispin Lilly, added: “We’re excited to work with DCM on our advertising and partnerships. The Everyman brand offers a unique opportunity to connect with aspirational audiences. Our focus on hospitality and experience also draws guests to the venues for a real evening out, a perfect match for DCMs quality digital on screen and sponsorship campaigns.”
Cinema adspend rose 13.7% year-on-year to £45m in Q2 2016 according to AA/Warc. This was 1.8 percentage points ahead of forecast and puts cinema on course to reach a total of £248m for 2016 – up 3.5% on 2015’s record high.
Further growth of 2.6% is anticipated in 2017.
