DCM Upfronts

Last week DCM hosted their annual Upfronts at BAFTA’s packed out headquarters in London’s Piccadilly. Among the speakers in attendance was BBH founder Sir John Hegarty and Millward Brown’s European Brand Director, Vincent Blaney.

Introducing the morning was Karen Stacey, CEO of DCM, who kicked off by recapping the fantastic year in cinema that has been 2015:

  • Admissions are expected to finish at around 170m
  • Box office up 22% to £1.11bn
  • Ad revenue up 12%, due to strong up lift in brand count.

Success was partly due to the strong slate including Jurassic World, Spectre, Avengers: Age of Ultron & 50 Shades of Grey with some of the heavyweights still to come – The Hunger Games Mockingjay Part 2 and a little lightsabre flick due December 18th – this really has been a golden year in cinema.

DCM has teamed up with Millward Brown to commission a study titled Building Box-Office Brands to delve a little deeper into how the big screen can really amplify a brand message to an engaged audience. Millward Brown compiled cross media learnings from 88 UK case studies and a further 183 from around Europe to measure different media against 5 metrics: Brand Salience, Brand Love, Brand Consideration, Brand Difference, and Brand Recommendation.

This research showed that pound-for-pound cinema was the strongest medium in four of the five categories:

  • Cinema came top for making brands memorable with an ROI of 2.9%, closely followed by TV with 2.5%
  • It was the most effective media for driving brand love with an ROI of 2.4% again followed by TV at 1.4%
  • Cinema was found to come out top for generating brand difference with an ROI of 2.9% which was followed by magazines at 1.9%.

You can read more about the study here.

Looking forward to 2016 film highlights, DCM’s Head of Film Tom Linay took to the stage with Warner Brother’s Alex Lewis and Neil Marshall to talk through 2016.

This was split into categories; ABC1 25-44s, 16-34s and family-focused films. Amongst the highlights were some huge Oscar contenders: The Danish Girl and The Revenant which will see Leonardo DiCaprio team up with Oscar-winning director Alejandro González Iñárritu. There is also a fantastic family slate including the highly anticipated Finding Dory, a live action remake of The Jungle Book and The Secret Life of Pets to name but a few. The film adaptation of best-selling book The Girl on the Train also got a special mention, tipped to be 2016’s Gone Girl. Warner Brother’s then spoke of their complete revamp of the DC Comic franchise starting with 2016’s Batman vs. Superman: Dawn of Justice and Suicide Squad in a move mirroring the unparalleled success of the Marvel franchise over the recent years.

What a time to be in cinema!


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