DCM's cinema ad interrupted by The Aliens in Channel 4 takeover

Cinema viewers this weekend will see an unusual takeover by Channel 4 of Digital Cinema Media's regular ident during the ad reel.

The ad for The Aliens, a six-part comedy drama which launches on E4 in March, will run in the content spot of the ad reel from today (5 February) until Sunday, 7 February.

DCM, which sells 80 per cent of UK cinema advertising through Odeon, Cineworld, and Vue, has agreed to have its usual ident interrupted by a ‘broadcast message’ from the Alien League.

The show depicts a world in which aliens have landed on Earth, but are segregated behind a huge wall despite looking and behaving exactly like humans. During the ad, the character from the Alien League addresses the viewer with a rallying cry to fight human oppression.

The campaign was creatively directed and directed by Neil Gorringe and conceived by Matt Fee, Richard Biggs and Jolyon White at 4Creative, Channel 4’s in-house creative agency. OMD UK planned and bought the media.

Harry Dromey, the group marketing manager at Channel 4, said in a statement: "We challenged ourselves to entertain and bring the drama to life. The result is the disruption of as many media channels as possible to stop people in their tracks and get them talking about The Aliens.

"It's necessitated an incredible amount of collaboration working in sweet harmony with 4Creative, OMD UK, Social Chain and numerous innovative media owners.

"With the disruption of DCM’s normal ident we will definitely stop people in their tracks, but we hope they don’t start talking until after the film. LOL."

The cinema campaign is being run as part of a wider-integrated campaign in conjunction with out of home, digital, social, radio and road block TV ads across the Channel 4 network.

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