By Sophie Maden, mediaweek.co.uk, Tuesday, 23 August 2011 02:45PM
DCM began working with City Screen, known for its art-house film programming, over 10 years ago when it was still Carlton Screen Advertising. The deal continued after it became DCM in 2008.
Picturehouse’s newest site, a four-screen cinema in Hackney, will open in October this year.
Lyn Goleby, managing director of City Screen, said: "We look forward to growing the business with them and really maximizing the opportunities for originality that digital delivery allows us."
DCM sells advertising on 2,799 screens at 477 sites, and account for an 80% share of the cinema advertising market, working with independent cinemas alongside Odeon, Cineworld, Vue and IMax.
This article was first published on mediaweek.co.uk
Way back – and I mean way, way back – Stone Age man discovered that drawing on rocks could tell a tale compellingly without the use of the spoken grunt. With that first daub, argue some, the age of advertising was born. I’m not sure I’m quite that much of a romantic, but advertising certainly has its roots steeped in the annals of history – think of the Egyptians and their use of papyrus, or of Constantinople and the street advert for a brothel which can be seen even today. Undoubtedly, the first big leap came with the invention of the printing press and the first ever newspaper ad, the first of which ran in the early 1700s. Then came radio, tv and of course the internet.