Digital Cinema Media expands to cover outdoor cinema this summer

The easing of lockdown brings the return of outdoor cinema to experience deprived consumers.

Izzy Ashton

Deputy Editor, BITE

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It is safe to say that over the past year, we have all been rather experience deprived. Confined to our homes, while we may have watched Netflix’s entire back catalogue, a night at the movies has looked a little different over the past year.

But with the easing of lockdown come the new and exciting events popping up across the UK. And Digital Cinema Media (DCM) are putting their faith in outdoor cinema, having announced it is expanding its advertising opportunities to cover it.

For 2021, the newly expanded outdoor cinema operator HIDEAWAY CINEMA is joining DCM’s portfolio with a refreshed programme. Its aim is to offer unique cinematic experiences at iconic venues around the UK to show a programme of both new releases and classic movies. The line up kicks off with a screening of Wonder Woman 1984 on 20th May at the Honorable Artillery Club in London.

HIDEAWAY CINEMA started as a regional project in the South West of England and over the last year has grown exponentially to offer experiential moments nationwide. The locations of each screening have been chosen for both their local iconic status and for providing a safe, outdoor space to finally enjoy entertainment with friends and family in the wake of COVID-19. 

CEO of HIDEAWAY CINEMA Jack Denman said, “We know society needs normality and routine after a year like no other. Anguish and pain can only be endured for so long, and we hope to bring a small slice of the normality and freedom unique to the world of film.”

People’s desire to get back to the cinema, albeit safely lends itself to the arrival of an offering like HIDEAWAY CINEMA’s, both for audiences and the brands attempting to reach them. And with sunnier skies ahead, and a programme of both old favourites and as yet unseen new releases, experience-deprived audiences will be able to get back to the immersive entertainment they’ve been missing. 

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