Cinema advertising specialists Digital Cinema Media has announced the roll-out of a full rebrand of its business focussed on three new cinema idents which enliven the ‘most emotionally impactful medium on Earth’.
Debuting on nearly 3,000 screens from Friday the new identity aims to parallel the firms transition to digital which completed at the end of last year.
Devised by innovation consultancy Fearlessly Frank in conjunction with artist and designer Daniel Eatock the three short films are described as a ‘sensory explosion’ to prime audiences for adverts and the main feature.
Custom shot for the big screen with surround sound and cinematic visuals the campaigns three clips are themed on amazement, laughter and suspense.
DCM marketing director, Zöe Jones said: “Our new brand identity was created to represent the dynamic, creative possibilities offered by cinema advertising. Tapping into the emotional power of the movies enables us to express this on the big screen through the first of a series of short films that we hope will not only entertain cinemagoers across the UK, but also show, rather than tell, how our digital transition enables deeper audience engagement through dynamic planning.”
Ben Little, co-founder at Fearlessly Frank, added: “We’re thrilled to be collaborating with Zöe and the team at DCM. For advertisers, cinema going digital is a bit like Dylan going electric was for music – exciting and full of possibility to experiment and innovate.”