or entirely upon a single source . relevant discussion may be found on the talk page . please help improve this article by introducing citations to additional sources . march 2014 digital cinema media type joint venture industry cinema advertising founded carlton screen advertising 1996 digital cinema media 2008 headquarters 350 euston road london united kingdom key people karen stacey managing director owner cineworld group plc 50 % odeon cinemas ltd 50 % website www.dcm.co.uk digital cinema media is an advertising company supplying cinema advertisements to the cineworld odeon and vue cinema chains . the company was formed in july 2008 and is owned by cineworld and odeon equally . contents 1 formation 2 digital advertising 3 3d advertising 4 controversy 5 idents 6 see also 7 references 8 external links formation edit in 1996 british media company carlton communications purchased rank screen advertising from the rank group and subsequently renamed the operation as carlton screen advertising . the new company supplied cinema advertising for odeon cineworld as well as abc and uci cinemas prior to their respective takeovers by odeon . in 1999 cinema operator ugc joined the business following its buyout of virgin cinemas . however its uk business was taken over by cineworld in 2004 . in july 2008 cineworld group plc and odeon cinemas ltd acquired the company as a 50 50 joint venture . its name was subsequently changed to digital cinema media dcm for the company s uk sites ; the new look and identity first came into force on october 1 2008 . the republic of ireland sites continue to use the carlton name . a deal signed in 2010 saw all vue cinemas sites included in the business from 1 january 2011 ; this has resulted in the company supplying advertisements for nearly 90 % of uk cinemas . in april 2011 dcm changed their on screen identity for the second time . in september 2012 dcm became the first uk cinema advertising company to go digital though some older cinema sites mostly those operated by vue continue to use standard film . in january 2013 dcm changed their idents and company logo and also introduced a brand new strapline dynamic advertising . 1 the old idents were still in use until march . in january 2014 dcm hosted a college project in which students have to design a new ident for dcm digital advertising edit beginning in 2009 when 3d films began to take a dominating force in the film market dcm introduced reels produced in digital film which were only used to precede films in 3d at the time . this eliminated such implications as cue dots and graining that had become familiar on standard film . the fade to black function after each advert was also removed and thus the reel started the next advert immediately after the previous . upon the original change of image in april 2011 all reels were produced in digital film for all films at cinema sites that were capable of showing digital film . dcm stopped using standard film in september 2012 and is currently in the process of converting every cinema site that it supplies advertising to digital . 3d advertising edit following the current trend of the latest films becoming available in digital 3d dcm announced plans to go down that route with advertising . in december 2009 the hugely popular film avatar was the first film in britain to be coupled with a 3d advertising reel . each film that is released in 3d now comes with a selection of advertising spots in that format . these adverts are shown after the regular 2d reel interluded with a sponsored message informing the audience that they must now put on their 3d glasses to enable the chance to view the following advertisements in 3d . controversy edit in 2015 dcm created controversy when they did not permit the display of a church of england advert featuring the lord s prayer due to their policies prohibiting religious advertising . the government s equalities watchdog also voiced alarm suggesting it undermined essential british values . 2 however the bbfc had no problem with it and passed it with a u rating . idents edit dcm have used three different idents . the first introduced in 2008 showed a montage of film images with a cinemagoer accompanied by electronic music . in 2011 these were replaced with an illuminated glass version of the dcm logo and new music produced by jump design . 3 in 2013 the dynamic advertising idents by fearlessly frank were introduced . 4 the tagline was short lived however and was changed to welcome to our world in october 2013 . the 2013 rebrand originally included three different idents ; amazement laughter and suspense . the latter two are no longer used as of 2014 . see also edit carlton screen advertising cineworld odeon cinemas vue cinemas references edit http www.thedrum.com news 2013 01 23 dcm unveils emotional cinema idents http www.telegraph.co.uk news religion 12012233 cameron adds to pressure over ridiculous lords prayer advert ban.html utm campaign echobox & utm medium social & utm source facebook campaign http www.campaignlive.co.uk article 1065883 jump creates ad reel ident dcm src site mediaweek campaign http www.campaignlive.co.uk article dcm celebrates digital emotional idents 1167890 external links edit official website retrieved from https en.wikipedia.org w index.php title digital cinema media & oldid 734817567 categories advertising agencies of the united kingdomhidden categories articles needing additional references from march 2014all articles needing additional references navigation menu personal tools not logged intalkcontributionscreate accountlog in namespaces article talk variants views read edit view history more search navigation main pagecontentsfeatured contentcurrent eventsrandom articledonate to wikipediawikipedia store interaction helpabout wikipediacommunity portalrecent changescontact page tools what links hererelated changesupload filespecial pagespermanent linkpage informationwikidata itemcite this page print export create a bookdownload as pdfprintable version languages add links this page was last modified on 16 august 2016 at 22 17 . text is available under the creative commons attribution sharealike license ; 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