Ray Winstone stars in cinema advertising promotion

BAFTA-nominated actor Ray Winstone, star of 'Nil By Mouth' and 'Sexy Beast', is to star in a new ad as part of a nationwide campaign by Digital Cinema Media (DCM), to promote cinema as an advertising medium.

The 40-second ad is the second in a series with the strapline "Cinema: why advertise anywhere else?" and was shot in Leicester Square cinemas and will run on DCM cinema screens from 1 October.

Martin Bowley, managing director at DCM said: "Ray is a legend. His enthusiasm for cinema shines through and the ad looks awesome. We’re proud to be supporting the long-term future of the film industry and giving students a leg up."

The ad was launched this week at DCM’s annual industry event, Cinema2011, and is the result of a competition DCM held for students from the National Film and Television School (NFTS).

Kurban Kassan, the producer of the film, said: "We knew we always wanted a big personality in the commercial, so obviously getting Ray was a feather in our cap. The shoot though was not an easy one.

"A crew of 30 to 40 and 100 extras in Leicester Square on a freezing January morning, working through the night, and with a strict deadline to finish shooting before the cinemas we used as locations would open for business."

The first ad in the series, also produced as part of the competition with the NFTS, ran for three months in cinemas from January 2010 and generated more than six million impacts.

Earlier this month, DCM signed a four-year multimillion-pound contract with the cinema chain Vue, currently represented by rival sales house Pearl & Dean. From January next year, DCM will account for around 80% of the market.
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