Wide Eye Media rebranded to Pearl & Dean Ireland

wide eye media to pearl and dean ireland

Stalwart of the cinema advertising industry, Pearl & Dean, today announces that Irish cinema advertising company, Wide Eye Media, will rebrand to ‘Pearl & Dean Ireland’.

With both businesses owned by Irish parent company, Deanforbes, the rebrand will see Pearl & Dean Ireland using the classic deep purple ident alongside the famous and catchy theme tune ‘Asteroid’.

Wide Eye Media

Wide Eye Media and Pearl & Dean have been working closely together since 2015, collaborating on client strategy and market knowledge. 

The move will make the partnership official and establish brand consistency across the Republic of Ireland and UK. Both companies will continue to share finance, marketing and operational resources.

Pearl & Dean has further ambitions to grow its influence in Ireland and extend its suite of creative services and offerings in the region. 

A particular focus of growth is research and audience insight, with the team currently working on replicating the CAA Film Monitor survey for the Irish cinema-going market. .

The teams will remain unchanged, with Eoin Wrixon continuing as CEO of the newly named Pearl & Dean Ireland, supported by their existing team of local executives. 

Kathryn Jacob, CEO of Pearl & Dean, will support the transition and will be providing additional resources to continue the success of the partnership.

Pearl & Dean – well known for its ‘Asteroid’ theme tune, which was famously re-recorded by Queen for the launch of the Bohemian Rhapsody film in 2018 (see video below) – is a leading cinema advertising company in the UK. 

It is also the oldest established company of its kind, and will be celebrating its 70th Anniversary in early 2023. 

The business is well-known in the UK for its innovative approach in connecting brands, film and cinemas. It recently acquired experiential ad agency DIVE to broaden its creative offering to the businesses looking to advertise with them.

Wide Eye Media is Ireland’s market leader for cinema advertising across ROI and Northern Ireland and has 100% market share in the Republic of Ireland.

Eoin Wrixon, previously CEO of Wide Eye Media and now CEO of Pearl & Dean Ireland, said: “Pearl & Dean is synonymous with cinema advertising and we’re very proud to be rebranding so we can continue its legacy and cement its position in the Republic of Ireland. 

“The change to Pearl & Dean Ireland opens up a lot of new opportunities for our partners in both exhibition and advertising. 

“What remains unchanged is the team; they will continue to bring all their knowledge and talent into the marketplace, working with new and existing partners.”

Kathryn Jacob, CEO of Pearl & Dean, said: “We have big plans for the future and remain invested in the continued relevance of cinema, and in the power of film advertising to reach niche audiences on an unrivalled scale. 

“Our brand has huge strength in the marketplace and we look forward to continuing growing our delivery and solutions in the Republic of Ireland”
Future plans for growth include enhancing Pearl & Dean’s position by working with new cinemas to join its current portfolio of quality partners including Everyman and the Light Cinemas.