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.

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