Cinema advertising firm Digital Cinema Media (DCM) has this week unveiled a seven-month partnership with Samsung to launch a series of idents set to accompany this year’s upcoming blockbusters.
Brokered by DCM and the South Korean tech giant’s media agency Starcom – the collaboration will align Samsung with cultural cinematic moments across the year.
The deal sees Samsung ‘take over’ all DCM idents running before opening week screenings of major blockbusters throughout the entirety of the advertiser’s extensive estate.
“Samsung is a long-term cinema advertiser and through sponsorship of the Blockbuster Opening Weeks, which is the most highly anticipated period of a film’s release, Samsung has capitalised on a great opportunity to reach an invaluable audience in a fun and engaging way,” Digital Cinema Media slales director, Davina Barker said.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
Running from May to October, the partnership will encompass a range of heavyweight Hollywood flicks including Fast X, The Little Mermaid, Spider-man: Across The Spider-Verse, Indiana Jones and The Dial of Destiny, and Mission: Impossible – Dead Reckoning Part 1.
Samsung Electronics marketing director, Zeena Hill added: “We’re really excited to be partnering with DCM. The campaign puts Samsung front of mind for consumers when thinking about their at home viewing experience – with our latest Neo QLED TV through a playful ad.
“The alliance is a key pillar of our overall strategy to build an explicit association between Samsung and cinematic content, making the connection through relevant cultural moments for our premium TV intenders audience.”
