Cinema Media relaunched this week under a new Carlton branding,
designed to underline the company’s credentials as part of the Carlton
Communications media group.
The identity incorporates a change of name - to Carlton Screen
Advertising - and a new on-screen look for the company. The old Cinema
Media on-screen idents have been replaced by a more visually striking
sequence, designed to sit comfortably with the quality of the movies it
The new look has been created by the design and advertising company,
Lambie-Nairn, which already works with Carlton. The new idents feature a
star that has been wrought into shape and are intended to be punchy,
colourful and unique.
Adam Poulter, the chief executive of CSA, said the old name had confused
audiences and that the Carlton branding would help the company increase
cinema’s share of the advertising cake.
Poulter admitted: ’When you’re a minority media, as we are, with a solid
franchise among 16- to 30-year-olds, and you’re trying to sell to brands
whose target market falls outside that demographic, it’s a very hard
But cinema is increasingly attracting new audiences and the Carlton name
opens doors with those advertisers that perhaps traditionally don’t use
Poulter added that the company’s objective was ’to create the best
possible environment into which we can sell our clients’ products’.
He is hoping to be able to increase market share from just under 1 per
cent to around 1.3 per cent by the year 2000.
Since Carlton acquired Cinema Media last year, the sales team has been
increased by 40 per cent.