Independent cinema chain The Light has appointed Digital Cinema Media (DCM) as it seeks to grow advertising revenue and build brand partnerships.
DCM won the account after a pitch and will begin its contract on 12 January. Pearl & Dean was the incumbent.
The cinema sales house’s creative division, DCM Studios, will focus on creating premium opportunities for brands.
Karen Stacey, chief executive of DCM, said: “We are incredibly excited to be going into partnership with The Light. 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.”
James Morris, The Light’s chief executive, added: “We are really delighted to have the opportunity to partner with the team at DCM. 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.”
The Light runs 13 cinemas and represents 2% of the UK cinema market.
