Heart Vs. Science - A Cinema Story

At the mid-point of 2023, DCM recognised that without a change in direction, our ambitions could plateau. “Pre-Covid” could no longer be our baseline and, if we continued with the same old approach, it wouldn’t deliver the ambitious growth we wanted.

So how could DCM’s sales heroes change the game for cinema in the long term? They did it by taking the epic Barbenheimer moment as inspiration, harnessing both the heart and science of cinema to deliver industry-defining results. On the scientific side, we provided empirical evidence of cinema’s effectiveness through initiatives like our AV Maximiser Tool, which gives planners the insight they need to add cinema to the media in just SECONDS…not hours. We changed the mindset and emotion, we continued to work with the most impactful organisations across the film and advertising industry to unequivocally demonstrate the power of cinema to the widest possible audiences. Importantly, we evolved our team of brilliant salespeople to bring everything to life and sell the dream. By blending the emotion and science of cinema, our sales team brought 23 new advertisers to the medium and ensured more than 30 brands returned. This led to us growing the business by an incredible 5%.