Carlton Communications has secured the acquisition of Cinema Media for
pounds 58.5 million and raided the poster industry for a chief executive
to run the company.
As predicted in Campaign (7 June), Carlton concluded the Cinema Media
deal with Schroder Ventures on Monday and immediately announced that
Adam Poulter, currently the marketing director of the transport
advertising company, TDI, will head the operation.
Poulter, formerly the group media director at Leo Burnett, is expected
to join the company by the end of the summer. He will lead a sales force
that will work alongside Carlton UK Sales, which sells airtime for the
Carlton and Central ITV regions.
Media buyers have reacted cautiously to Carlton’s move, which gives it
around 80 per cent of the cinema market alongside its 32 per cent share
of ITV revenue. Some expressed concern that Carlton would use its ITV
position to persuade buyers to add cinema to their schedules.
Cinema Media’s activities will also complement the Carlton division that
sells videos of its popular TV shows such as Soldier Soldier. Cinema
Media has a growing business selling advertising on pre-recorded videos
and will now sell ad space on Carlton’s videos.
Poulter, who joined TDI a year and a half ago, said that there were
similarities between the cinema and outdoor industries. ‘The businesses
are both contract-based, have a small share of the total advertising
market and have a similar type of client list,’ he said.
Martin Bowley, the managing director of Carlton UK Sales, commented:
‘There must be creative sales opportunities where we can work together,
where we can talk to advertisers about possibilities across all three of
our media outlets - ITV, cable TV and now cinema.’
Peter Howard-Williams, the managing director of Pearl and Dean, which
has just over 20 per cent of the cinema market, said that Carlton’s move
into cinema could be good for the industry.
‘Carlton understands media and is well placed to bring new advertisers
to the medium,’ he said. ‘However, it will have to be judicious about
keeping its cinema and television interests separate.’