Cinema advertising specialist Pearl & Dean has secured a landmark new deal with the UK’s biggest cinema screen – the BFI IMAX on London’s South Bank.
The partnership, which kicked off last Friday (28 April), builds on the firm’s existing relationship with sister cinema the BFI Southbank.
As part of the deal, Pearl & Dean will now work to align the BFI IMAX’s on-screen advertising model with the one currently offered at the BFI Southbank, by providing an exclusive ‘so-called’ long term gold spot.
Having already been secured by an as-yet unnamed ‘luxury advertiser’, this gold spot will enable the brand to become the only advertiser to run campaigns prior to all screenings.
“BFI IMAX is one of the most iconic screens in the UK and this is a fantastic win for us at Pearl & Dean, especially as we celebrate our 70th anniversary as a business and continue to strengthen our position and offering in the market”, Pearl & Dean CEO, Kathryn Jacob OBE said.
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“We’re very excited that we have secured a brand that has embraced this exclusive advertising opportunity, and look forward to working closely with them in 2023.”
The news marks the advertiser’s latest business win, following on from the announcement in February that it had re-won the advertising rights across Curzon’s cinema’s.
BFI head of programme and acquisitions, Stuart Brown added: “We are delighted to be building upon our already strong partnership with Pearl & Dean, who share with us a rich heritage in cinema history.
“BFI IMAX is an iconic destination and has such huge potential for some incredible, creative campaigns for advertisers, and we are excited to be working with the Pearl & Dean team to bring these to life and show how impactful cinema creative can be.”
