Advertising industry comes together to celebrate and support the re-opening of Cinema

The advertising industry has today come together in a mass, cross-channel contra deal to support the Cinema Industry who have seen advertising revenues decline -80% (2020 vs 2019) over the past year as a result of COVID-19 restrictions. The deal, which was created and brokered by MG OMD will see a heart-warming swell of togetherness from multi-channel media owners who all believe in and support a healthy and stable media marketplace. The campaign, created by Omnicom’s TBWA\London, is called ‘Remember Cinema’ and launches today (17th May) and will run throughout June across Publishing, Outdoor, Digital Display, Social, Radio and Podcasts.  

The contra deal specifically supports two cinema houses, Pearl & Dean and Digital Cinema Media (alongside the rest of the cinema industry) who have come together with the aim to accelerate audiences’ return to cinema. The campaign has been created 100% pro bono by MG OMD and TBWA\London.  

The campaign aims to remind consumers of the magic of cinema by playing on visual tropes that bring everything we know and love about the cinema experience to life, whether that be tantalising film trailers for a future visitdigital surround sound or simply the sheer indulgence of a box of popcorn.  

Media owners who have signed up to the contra deal include (in no particular order): 

  • News UK  
  • Wireless  
  • The Guardian  
  • Talon 
  • Global  
  • Acast  
  • Snap Inc  
  • Twitter  
  • Verizon  
  • Bauer Media  
  • TikTok  
  • Mail Metro Media  
  • Ocean Outdoor  
  • Time Out Inc  
  • Reach Plc  
  • Clear Channel 


Lewis Shaw, Managing Partner, Head of Investment, MG OMD said:“As an industry we have all felt the effects of COVID-19 but none more so than Cinema. In this tumultuous time, acts of kindness have never been so important, and this industry partnership which aims to rebuild a healthy and stable media environment is amazing to be a part of. We hope this campaign gives Cinema the boost it needs and truly creates the difference that matters for them.”  

Katie Jackson, MD, TBWA\London, says:Remember cinema? The sights, the sounds, the collective gasps? Hell yes we do. And it’s back.”  

Andy Jex, Chief Creative Officer, TBWA\London, says: “The cinema is such an evocative place and one many of us pine for. Announcing that they’re finally back open again in such a knowing way, is a pure joy.” 

Clare Turner, Sales Director, Pearl & Dean comments: “We are incredibly grateful to the teams at MG OMD and TBWA\London and our fellow media owners and their support. This initiative shows the amazing passion that film inspires in so many. As the industry, myself and audiences all know – there’s just nothing quite like cinema. The magic of the big screen simply can’t be replicated at home, that rush of anticipation when the lights go down – and the smell of popcorn! We’re beyond excited to be back!” 

Davina Barker, Sales Director, Digital Cinema Media (DCM) adds:“The coming together of our industry partners to support the cinema medium after the stormy year we’ve experienced is extremely heartening. We’re so excited to be back and to start welcoming audiences and advertisers back to cinema once again.” 


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