by
Stephen Chapman
DCM and Universal Pictures have launched a first-of-its-kind LGBTQ+ ad reel around the new movie, Bros.
Airing in cinemas ahead of the film, it only features advertising content from brands aligned with the LGBTQ+ community.
The ad reel starts with an introduction from Billy Eichner, the co-writer, star and executive producer of Bros.
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Bros is the first romantic comedy from a major studio featuring an entirely LGBTQ+ principle cast.
“We’re really proud of this campaign, which brings together advertisers who have initiatives that support the representation of the LGBTQ+ community,” said Davina Barker, Sales Director, Digital Cinema Media.
“At DCM we are committed to reflecting diversity and inclusion and we are grateful to Universal, Billy Eichner and the Bros team for partnering with us on what is our biggest cultural intervention to date. Cinema creates cultural moments and we hope that this important campaign connects with our audiences and helps create a lasting legacy for better representation in the film and advertising industry.”
DCM, which has an office in Manchester, has also offered part of the ad reel to shine a light on LGBTQ+ charities, with content from Queer Britain, the first dedicated National LGBTQ+ Museum.
