Pearl & Dean takes over ad contract for BFI IMAX

In brief

BFI IMAX has awarded Pearl & Dean its advertising sales contract after the UK’s biggest cinema screen ended its agreement with Odeon last year.

Pearl & Dean has added the deal to its current one with BFI Southbank and plans to align the on-screen advertising models. DCM is the ad sales house for Odeon.

Both cinemas will have an exclusive long-term spot where one advertiser will run its campaign ahead of all screenings. This spot for the IMAX has already been secured by a “luxury advertiser” until the end of 2023.

This comes as Pearl & Dean regained the advertising contract with Curzon from DCM last year.