Pearl & Dean has launched a website that enables media agencies to
plan cinema campaigns online. It also supplies agencies and clients with
the latest information on the cinema industry.
National sales director Craig Harris said the cinema sales house was
liaising with distributors, exhibitors and research organisations to
supply ’all you need to know about planning and buying cinema
PearlandDean.com offers information ranging from box-office takings to
the plots of new movies.
’This will answer a lot of the questions agencies and clients have about
cinema,’ Harris said. ’For us, it’s an online marketing tool. The
constantly changing data we have to deal with means printed guides to
the business are out of date almost as soon as they are released. This
site can be updated daily.’
The highlight of the site is an interactive film guide, allowing
planners to search for films by title, release date, or the dates of
It also offers audience profiles and links to the movies’ websites.
Planners can look for specific screens within Pearl & Dean’s portfolio
by area or by circuits, such as Warner Village and Showcase.
Harris said the site would not shy away from providing information about
Pearl & Dean’s rival Carlton. ’If it’s relevant to the industry, we will
include it,’ he said.
But while the site offers online planning capability, Harris
acknowledged online buying was still some way off. ’It is extremely
complex, although it will probably happen a long way down the line.
Running this site will be a learning process for us. Over time we’ll
find out what agencies like and don’t like, and what else they need,’ he
Patrick Morrison, director of Manning Gottlieb Media’s Creative Media
department, said the site contained some ’genuinely useful cinema
planning tools’. He added: ’The Pearl & Dean soundtrack puts you in just
the right mood to ’think cinema’.’
The business-to-business website is the latest stage of managing
director Christine Costello’s plan to get cinema onto more advertising
Costello recently hired Pearl & Dean’s first commercial development
director (Media Business, 2 May).