London Campaigns Promote Reopening of Cinemas and Theatres

After over a year of Covid-19 restrictions and closures, cinemas and theatres around London are finally reopening— and they will get a boost from two campaigns rolling out this week. Omnicom agencies TBWA\London and MG OMD are leading the Remember Cinema initiative, which will run from May 17 to the end of June across publishing, outdoor, digital display, social, radio and podcast. The campaigns have been gifted by media platforms and brokered by the media agency to support the return of cinemas and will particularly support the medium's dedicated media buyers, Digital Cinema Media (DCM) and Pearl and Dean. "As an industry we have all felt the effects of Covid-19 but none more so than Cinema," Lewis Shaw, managing partner and head of investment for MG OMD, said in a statement. "In this tumultuous time, acts of kindness have never been so important, and this industry partnership which aims to rebuild a healthy and stable media environment is amazing to be a part of. We hope this campaign gives cinema the boost it needs and truly creates the difference that matters for them." Media owners donating inventory to the cinema campaign include News UK, Wireless, The Guardian, Talon, Global, Acast, Snap Inc, Twitter, Verizon, Bauer Media, TikTok, Mail Metro Media, Ocean Outdoor, Time Out Inc, Reach Plc and Clear Channel. Davina Barker, sales director for DCM, described the initiative that has brought the media partners together as “heartwarming”. “We’re so excited to be back and to start welcoming audiences and advertisers back to cinemas once again,” she said. Meanwhile, as more than 40 theatres in the city reopen May 17, an outdoor advertising campaign has been developed in partnership with The Society of London Theatre (SOLT) and media and entertainment company Global. That outdoor campaign, called #BackOnStage, will run throughout London’s Zones One and Two on the London Underground. The "Remember Cinema" campaign will promote the movie going experience to audiences in London. The #BackOnStage campaign features images captured from theatre wings, with escalator panel activity featuring a photograph from Matt Humphrey’s “Curtain Call” series. The campaign asks theatre fans to share their experiences when attending their first post-lockdown theatre visit. Emma De Souza, head of marketing and communications for SOLT, said it was vital it was for audiences to return to theatres that have generated very little revenue since the beginning of 2020. “As each stage of the roadmap is met and audience confidence grows," she said. "We’re thrilled to launch this campaign which has been a true collaboration with the marketing and advertising industry to celebrate the reopening of our theatres." To reassure audiences of their safety in attending theatre shows, the campaign will include the “See It Safely” mark, which will show that theatres will operate in line with latest government guidance around live event Covid-19 safety. Last week, London’s Mayor Sadiq Khan announced the beginning of a multi-million-pound campaign of events and advertising to attract holidaymakers to Britain’s capital city for the rest of the year. Media Buyers Sound Confidence in Cinema Sector Before Silver Screen Reopenings

Life After Lockdown

London Campaigns Look to Give Reopening Cinemas and Theatres a Boost

The campaigns were steered by Global Media, MG OMD & TBWA\London

Stephen Lepitak

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Stephen Lepitak