P&D unveils digital cinema ads

Pearl & Dean screened the UK’s first digital cinema commercials last week, and claimed the format will revolutionise the buying of big-screen advertising space.

Pearl & Dean screened the UK’s first digital cinema commercials

last week, and claimed the format will revolutionise the buying of

big-screen advertising space.



The COI, Cadbury, Guinness and Nike all took part in the one-off trial

last Friday.



The ads were shown before a screening of The Perfect Storm in the Warner

West End Village in London and Warner Village StarCity in Birmingham,

using the latest digital light processing projection technology.



Although the commercials look no different to the average cinema-goer,

Pearl & Dean is promising that the speed at which space can be bought

and the ease of targeting will be vastly improved.



Instead of manually cutting and slicing the ad into reels of film to be

driven across the country - a lengthy and costly process for agencies -

ads can be sent electronically via ISDN to individual cinemas.



Sarah Harrison, who is in charge of cinema planning and buying for the

COI at Universal McCann, said: ’The digital system will be a lot more

flexible. We’ll be able to guarantee a position in a reel and book space

maybe even on the day rather than two weeks ahead. This will encourage

new advertisers - newspapers, for example, could promote their weekend

supplements.



’Targeting will also improve. A music company could buy space only on

screenings of, say, High Fidelity, which is full of 80s music.’ She

added, however: ’I expect we’ll be charged a premium for digital.’



With each digital projector costing pounds 100,000, buyers of cinema

advertising will have to wait between three and five years before the

bulk of the UK’s cinemas are equipped to screen the commercials. At the

moment there are only four digital projectors in the country.



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