Digital Cinema Media to roll out Primesight interactive outdoor ads

Digital Cinema Media (DCM) is set to roll out interactive posters in its cinema foyers after appointing Primesight to its outdoor ad-sales contract.

Digital Cinema Media: readies Primesight interactive ads
Digital Cinema Media: readies Primesight interactive ads

The news comes six months after Primesight and the incumbent Boomerang were invited to pitch for DCM's seven-figure outdoor contract. Primesight were finally appointed this week.

As part of the deal, which begins in spring 2012, DCM will install an initial 100 interactive poster units in its cinema foyers as part of a multi-million pound digital push.

Poster units will be piloted in the Odeon Leicester Square, Cineworld at the O2 and the new Vue cinema at Westfield Stratford City.

Simon Rees, managing director of DCM, said: "The partnership with Primesight is a further step towards making the entire cinema experience bigger than just the movie.

"Primesight's digital posters are a fantastic interactive offering which works in synergy with our business, allowing consumers and brands to fully engage with the digital era."

Naren Patel, chief executive of Primesight, said: "The combination of a young techno-savvy audience and the dwell times in cinema foyers makes digital interactive screens a fantastic media offering.

"We believe the interactive capabilities of this product will push the digital out-of-home market to even greater heights."

The DCM contract with Primesight will include Odeon, Cineworld, Vue and Independent cinema sites.

Follow Sophie Maden on Twitter @Sophie_Maden

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
YouTube to stop 30-second unskippable ads

1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

Just published