Cinema First, the cross-industry body charged with the promotion and development of cinema-going in the UK, has appointed Medialab as its media agency partner following a competitive review.
Cinema First brief
Medialab’s remit will cover cross-channel media strategy, planning, and buying aimed at celebrating the nation’s love of the big screen and driving audience footfall to local cinemas.
Medialab will work alongside creative agency Unbound, which was appointed to deliver through-the-line creative and production.
Sharon Reid, Director of Marketing and Partnerships at Cinema First, said: “We are pleased and excited to be working with Medialab to support us in delivering against wider audience development objectives, as we look to nurture cinema-going habits across multiple demographic groups in the UK.”
Steve Parker, Executive Director at Medialab, expressed his enthusiasm for the partnership: “The magic of cinema is truly unique, and we are delighted to partner with Cinema First on this year’s data-led media strategy – bringing even more audiences to the big screen.”
UKCA
The UK Cinema Association (UKCA) represents the interests of over 90% of UK cinema operators by number and market share.
It lobbies and works with Government at all levels, with other sectors of the film industry, particularly distribution, as well as working with others to promote the value of cinema to the wider public.
In addition it provides advice and support to individual members on interpreting and adhering to legislation and regulation, and in dealing with day to day operational issues as appropriate.
The top recent releases in UK cinemas include Spider Man: Brand New Day and The Odyssey.