From Osterley to Hollywood

Digital Cinema Media

 

The traditional trailer reel is one of the most cherished parts of the cinema experience. What if you had the idea to create content that was so cinematic it could disrupt the trailers to be immersed among them? You’d become the first advertiser to diversify the order of content shown on the big screen while delivering huge impact to launch your most watched drama in three years. Working with MediaCom and Sky, DCM broke new ground by integrating Sky content into cinema’s exclusive trailer reels during the year’s most anticipated cinematic event, Star Wars: The Last Jedi. We achieved the difficult task of convincing cinema’s big three exhibitors to disrupt their reels was not easy and only achieved after several edits and recuts to ensure the content matched the film trailer quality, including the highest Dolby Atmos and 4K technical specifications. The result? Huge levels of talkability and fame, with cinema delivering some of the highest recognition results, including an uplift of 22%. Jon Goldsmith, Sky: “We wanted to position Britannia as our biggest ever commission and underline the quality of our own original productions….This approach generated huge standout for us within a premium environment and with an engaged audience.”

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