UK cinema industry set for a return

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May 17, 2021, 2:12 PM UTC

COVID-19 restrictions dragged down cinema ad revenue by 81.7% in 2020, as per Advertising Association/Warc report.

The UK advertising industry is collaborating with media owners in a "contra deal" to support the cinema industry and brace audiences for the return of cinema. A range of media owners will be involved in the “Remember Cinema” campaign, created by TBWA London and brokered by Manning Gottlieb.

The integrated campaign will include humorous interpretations of cinema-related terms like "Surround sound." Although the initiative is intended to benefit the entire industry, Pearl and Dean and Digital Cinema Media will be prioritised.

The campaign hopes to revive “the magic of cinema”, as national lockdowns last year delayed highly anticipated films like “Top Gun”. Lewis Shaw, managing partner, head of investment at MG OMD, hopes the campaign will boost cinema.

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