M&M's inks million-pound movie deal to push flagship store

M&M's has signed a seven-figure deal to sponsor 'From The Red Carpet' (FTRC), the entertainment programme shown in cinemas, ahead of the opening of its flagship store in Leicester Square.

M&Ms: promoting new flagship store with cinema campaign
M&Ms: promoting new flagship store with cinema campaign

The 60-second show, broadcast before the main feature, launched last year and reports on worldwide film releases, with interviews with stars at premieres and on-set, will be sponsored across the UK from 1 April.

Cinema sales house DCM estimates the Mars-owned chocolate brand's sponsorship, booked by ZenithOptimedia with creative by Abbott Mead Vickers BBDO, will be seen by 58 million cinemagoers over the next 12 months.

A Mars spokesperson said: "M&M's benefits from two lovable characters that audiences instantly recognise and engage with. The brand is synonymous with film, whether it be at home or in the cinema, and our link with the ‘FTRC’ show allows us to reach consumers in a completely new and different way."

The programme, made by MyMovies, is shown on the digital cinema screens sold by DCM, including Odeon, Cineworld, Vue, Picturehouse, IMax and some independent cinemas.

Jeremy Playle, sales director at DCM, said: "According to the recent Ipsos report 'The Power of the Big Screen', cinema is still the ultimate appointment to view. We’re delighted M&M’s has recognised this and chosen our show 'FTRC' to engage with a young and affluent audience."

The M&M's store is set to open in the redeveloped Swiss Centre in Leicester Square in the summer.


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).