Pearl & Dean offers web planning

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.

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

campaigns’.



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the business are out of date almost as soon as they are released.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

their campaigns.



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

said.



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

schedules.



Costello recently hired Pearl & Dean’s first commercial development

director (Media Business, 2 May).



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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).