Cineworld picks five agencies to battle for £3m media business

UPDATE - Cineworld, the multiplex cinema chain, has picked four agencies to compete against incumbent MediaVest for its £3m media planning and buying account.

Cineworld: to move £3m media account from Starcom MediaVest
Cineworld: to move £3m media account from Starcom MediaVest

The Starcom MediaVest Group agency has held the account for more than 10 years, stretching back to the time Cineworld was called UGC, and is still very much in contention, contrary to a claim made yesterday in this report.

Vizeum, Maxus, MCHI and Walker Media are presenting to the client today (8 December), in a pitch that is being handled by intermediary Oystercatchers. It is understood that Cineworld aims to appoint an agency by the New Year.

Cineworld currently spends an estimated £1m on media, but is set to raise this to take account of future site openings and its investment in digital screen technology.

The company, which operates across 78 sites and bought the cinema complex in London's O2 Arena in June, spends the majority of its media budget in press, supported by outdoor and online.

However, Cineworld faces stiff competition from Vue, with 67 sites, and Odeon – the largest chain in the UK – with more than 100 sites.

Cineworld owns a significant stake in Digital Cinema Media, the cinema advertising sales house.

Cineworld's revenue in the six months to 1 July rose 3.8 per cent to £162m, with the company crediting films such as 'Avatar' in 3D as contributing to this increase.

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