LoveFilm to launch debut cinema ad

LoveFilm is launching its first cinema ad to take advantage of the consumer appetite for a string of expected summer blockbusters.

LoveFilm: readies cinema campaign
LoveFilm: readies cinema campaign

LoveFilm is one of a number of brands that will target three expected hit films on the big screen this summer – 'Ice Age 4', 'Spiderman' and 'The Dark Knight Rises'.

The Amazon-owned DVD rental and online video company, which aims to take market share off the likes of BSkyB in the UK, will advertise during 'Ice Age 4' and 'The Dark Knight Rises'.

Jeremy Playle, sales director at Digital Cinema Media (DCM), which supplies cinema ads to the likes of Cineword and Odeon, said cinema represented a good fit for LoveFilm.

Playle said: "Clearly regular cinema goers are massive film fans. We also know they love to use other platforms, such as LoveFilm to catch up on the movies they missed on the big screen, or enjoyed so much they want to see again.

LoveFilm's last campaign launched in January, focusing on families, with ads by 18 Feet and Rising.

Russell Morris, commercial director at LoveFilm said: "LoveFilm's investment in cinema sits perfectly with an audience that loves movies. Advertising around some of the biggest cinematic properties of the summer provides an opportunity to engage our upmarket 18 to 34 and family audiences with the latest LoveFilm offers."

Other brands which are carrying out cinema advertising during 'The Dark Knight Rises', 'Ice Age 4', and 'Spiderman' include Aquafresh, Haribo, Audi, Wagon Wheels and Addidas.

LoveFilm's streaming service overtook rentals in March.

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

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published