DCM launches cinema events team to grow experiential business

Digital Cinema Media has created an events and activations team to grow what it says is a fast-growing area of its business.

The cinema ad sales house, which covers 83% of the UK market, has promoted Anastasia Takis to the newly-created role of head of events and activations, leading the team of four.

DCM said it has received increasing demand for cinema activations and last year created a pop-up cinema for Picturehouse cinema branded by Leffe beer, as well as a cinema takeover stunt for Smart Energy GB featuring the brand's mascots Gazzy and Leccy (above).

Anastasia Takis: head of events and activations at DCMTakis (right) has been at DCM since its inception in 2008, having joined the company when it was known as Carlton Screen Advertising – a year before it was bought and renamed by Cineworld and Odeon in a joint venture.

For the past three years, Takis has worked as DCM’s marketing manager, reporting to marketing and insight director Zoe Jones.

Takis will continue to report to Jones in her new role and will work closely with sales director Davina Barker and exhibition director Steven Davis. 

Jones said: "Cinema advertising has experienced significant growth over the last two years.

"Our ability to provide impact as part of integrated AV campaigns, combined with the unique events and activations space within cinema venues offers our clients access to undistracted and hard-to-reach audiences looking to be entertained.

"I’m delighted that we have been able to promote someone with Ana’s talent, passion and experience to work with our Sales team to drive this fast-growing area of the business."