CSA Wins Contract To Advertise On 23% Of UK Screens
Carlton Screen Advertising (CSA) has won the cinema advertising contract for the entire Cineworld Group, including 41 UGC multiplexes, giving them access to approximately 23% of all UK screens.
The new contract was won in a competitive tender process that also involved SMG-owned Pearl & Dean, which currently has the UGC contract.
The newly created Cineworld Group will comprise of the existing 35 Cine-UK cinemas, comprising 392 screens, and the 41 UGC cinemas, with 391 screens, making it the second largest exhibitor chain in the UK. CSA already holds long term contracts with both the Odeon and UCI chains which were acquired last year by Terra Firma.
Commenting on the deal, Debbie Chalet, chief executive of CSA said: “This significant contract win will give CSA further critical mass and will allow us to develop our cinema advertising proposition even further, specifically with new innovations for advertisers, in sponsorship, promotional activity and potentially digital advertising.”
Recently cinema advertising has enjoyed strong growth, with revenue increasing by 6.6% in 2004, according to figures from the Cinema Advertising Association. The cinema industry as a whole continues to go from strength to strength, with total UK admissions growing by 4% in 2004 to reach 171 million. New research by Starcom UK Group, has revealed that cinema screens are at a 40 year high, with multiplexes representing 67% of all screens, while admissions have risen by 8%, year on year.
In addition to winning the Cineworld advertising contract, the UGC cinema in Parnell Street, Dublin will be moving its advertising contract back to CSA from January 2006.
Tony Fitzpatrick, exhibition director of CSA Ireland said: “The UGC Dublin is one of the most successful sites of the entire UGC circuit and Carlton Screen Advertising is delighted to be representing it again.”
Eithne Billington, general manager of CSA Ireland added: “Carlton Screen Advertising is dedicated to developing the cinema advertising proposition in Ireland, illustrated by our commitment to research and innovation in new buying routes. The addition of the 17 UGC screens to our current portfolio will improve coverage for all our advertisers.”
Carlton: 0207 534 6363 www.carltonscreen.com
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