Independent cinema group, The Light, has appointed Digital Cinema Media to grow its advertising revenue and build brand partnerships.
DCM won the brief following a competitive pitch process and will take over from current incumbent, Pearl & Dean, from the end of next week.
The Light represents 2% of the UK cinema market and includes 13 venues including ones in Bolton, Bradford, Sheffield and Stockport.
DCM’s creative operation, DCM Studios, which focuses on curating bespoke content, partnerships and experiences, will take on a central role in the new relationship with a focus on “creating unrivalled, premium opportunities for brands.”
“We are really delighted to have the opportunity to partner with the team at DCM,” said James Morris, CEO of The Light.
“Their knowledge of the market, understanding of our offer and endless enthusiasm coupled with their impressive commercial insight, creative ability and technological capability will help to grow our business. DCM will help to enhance our advertising revenue streams, build stronger brand partnerships, increase engagement with our customers and support the evolution of our wider strategy, and we cannot wait to get started.”
Karen Stacey, CEO of DCM, added:
“We are incredibly excited to be going into partnership with The Light. The Light experience is unique and memorable with loyal, influential and passionate audiences who are highly engaged in film and The Light brand. We believe we can work closely with The Light team to create new brand experiences and partnerships across its portfolio.
“Cinema’s post-Covid recovery has been incredible, with DCM driving strong advertising revenues over the last two years. The 2024 film slate offers some amazing opportunities for us to really make the most of the partnership by providing unique, premium experiences, especially through our DCM Studios team.”
DCM also works with Cineworld, ODEON, Picturehouse, Vue and over 160 leading independent cinemas. It also recently
