Orange has booked the last advertising spot before the start of
almost every film to be screened in the UK between the end of June and
The Cinema Exhibitor Association (CEA) - which includes cinema chains
such as Odeon, ABC and Warner - approached the Cinema Advertising
Association (CAA) with the idea.
Adam Mills, sponsorship and promotions controller at Carlton Screen
Advertising, and Craig Harris, national sales director of Peal & Dean,
put aside their usual rivalry and visited agencies to pitch the idea on
behalf of the CAA.
James Smith, media account director at Media Planning, sold the concept
to his client Orange. The mobile phone giant then commissioned its
creative agency WCRS to create a short film to air after the trailers in
the CCA’s cinemas.
The cinemas belonging to the CCA account for an estimated 87 per cent of
admissions. Orange has been guaranteed a reach of 80 million
Barclays bought similar ad slots in CEA cinemas in 1997. Prestige &
Collections, which owns Armani, Helena Rubinstein and Ralph Lauren, did
a smaller deal with Virgin Cinemas last year.
Now Mills, Harris and Smith are planning a range of cinema promotions to
accompany the commercial. These include ads on foyer televisions and
’on-screen slides’, 48-sheet-sized static images that appear on the
cinema screen before the programme begins. ’We are talking to Orange
about a combination of promotions,’ Mills confirmed.
Blockbuster movies lined up for the June to January period include
Chicken Run, Pokemon and The Whole Nine Yards, which stars Bruce Willis.