The deal will run across DCM partner indie cinemas and the Sundance Film Festival
Car brand Kia U.K. has agreed on a yearlong deal with Digital Cinema Media (DCM), Britain’s largest buyer for cinema ad inventory, to run across its independent estate. It has also revealed its new brand platform, “Movement That Inspires.”
The 12-month deal, brokered by DCM and Havas Media’s content agency Jump, will see Kia’s ads run in the “Gold Spot” prior to the start of any movie that runs across partner theaters—with the aim of targeting a premium ABC1 audience.
The independent cinema chains working with DCM include Picturehouse, which has 23 theaters, Curzon with 15 locations and around 160 others across the U.K. The brand will also feature across other in-theater touch points in cinema foyers, tickets and outdoor cinema events taking place during the year.
The partnership will also be incorporated with the Picturehouse Membership Scheme to offer the brand further engagement opportunities across the chain’s online, social and customer relations management platform.
In a statement, Sanka De Silva, marketing director at Kia U.K., said he was “immensely proud” of the agreement, which will support independent theaters hit hard by the pandemic restrictions of the last two years. “Additionally, this fantastic opportunity allows us to display our all-new electrified vehicles and new brand identity to a large, captive audience across the whole country,” he added.
At the center of the launch is a 60-second film created by Innocean, which showcases the brand’s electric vehicle EV6 range and includes the new brand slogan “Movement That Inspires.” This has been developed to represent Kia’s commitment to drive change and innovation within its future vehicle production.
Kia dealers situated near independent cinema theaters will also be able to offer over 5,000 cinema tickets through competitions and giveaways to promote the partnership to Kia customers.
Davina Barker, sales director of DCM, added: “Independent cinema allows advertisers to reach a highly desirable, affluent audience, and we are delighted Kia has chosen to associate its plans with DCM’s estate. There is a remarkable film slate on offer in 2022 and—through this partnership—Kia will build an unparalleled synergy with film and establish a real affinity with independent cinema, maximizing impact and emotional connectivity with its unique audiences.”
The partnership will also extend to the Sundance Film Festival, which will take place at the Picturehouse Central in June, as well as Picturehouse’s returning Outdoor Cinema Season.
