Kia extends independent cinema partnership in UK

LONDON: It's all about gaining brand visibility and Kia is doing it its way by extending its partnership across independent cinemas in Britain for the third consecutive year.

It is boosting its collaborations with independent cinema specialist Digital Cinema Media (DCM) and forming a new partnership with Pearl & Dean.

Brokered by Havas Play in spring 2022, the cinema partnership has involved Kia supporting each of DCM’s independent cinemas, which serve a fifth of UK cinemagoers, including Picturehouse, The Light, Reel, Savoy, and over 170 other venues for the past two years.

This partnership has now been extended to include Pearl & Dean’s Curzon cinemas. The Curzon cinema estate is known for its landmark locations across the UK, showing an expertly listed cinema programme mirrored by the streaming platform Curzon Home Cinema.

The distribution labels Curzon Film and Artificial Eye are said to be home to some of the best independent and award-winning films.

The move to work with Pearl & Dean enhances Kia UK’s support for independent cinema in the country.

Kia now supports a total of 242 independent cinemas.

As the partnership continues into 2024, together with Innocean UK, Kia has developed new creative content tailored for cinema.

The fully electric seven-seater EV9 and the family-focused Sportage SUV will be featured in prime ad spots ahead of every feature film across DCM’s 60-second "Gold Spot" and Curzon screens, reaching over 12 million people per year.