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Car brand Kia U.K. has agreed on a yearlong deal with Digital Cinema Media (DCM), Britain’s largest buyer for cinema ad inventory, to run across its independent estate. It has also revealed its new brand platform, “Movement That Inspires.”
The 12-month deal, brokered by DCM and Havas Media’s content agency Jump, will see Kia’s ads run in the “Gold Spot” prior to the start of any movie that runs across partner theaters—with the aim of targeting a premium ABC1 audience.