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PRESS RELEASE – June 3rd 2004

Smile, you’re on the big screen!

Carlton Screen Advertising & Quantum Digital combine to take digital cinema into wi-fi land with Canon digital cameras!

An imaginative new advertising campaign promoting the Canon Digital IXUS 500 camera and CP330 Direct Photo Printer was successfully launched during the opening weekend of the movie Troy in conjunction with Carlton Screen Advertising, Quantum Digital and Odeon cinemas. The campaign highlights the benefits of Direct Print which allows users to connect a Canon digital camera directly to a portable Canon Photo Card printer and run off high quality photos instantly. An advertising first, the campaign will feature photographs of cinema goers taken in the auditorium transferred moments later onto the big screen via wireless router technology and digital projectors. The promotion emphasises how quickly Canon users can get from taking a picture to seeing the final result via Direct Print technology. Alongside the showcasing of pictures on the big screen, Canon staff will also demonstrate photo printers in cinema foyers allowing consumers to get a copy of their picture for posterity.

The solus to Carlton Screen Advertising deal was planned through media agency MEC and will run across 11 sites (6 London sites/major conurbations) for three weekends, The campaign launched on 14th May at the Odeon Leicester Square at the UK opening of the highly anticipated film Troy featuring Brad Pitt and other Odeon’s nationwide have successfully showcased the promotion.

Angus Bannerman, Senior Planner/Buyer at MEC commented: “Not only is this a media first for our client but it is also the first time that Canon’s direct print technology has been used in a ‘live’ environment. Direct Print is all about spontaneity and ultimately this is a fantastic way for Canon to create interaction with potential consumers in an entertainment environment”.

James Dobbin, Innovation Account Director at Carlton Screen Advertising commented, “This is a great example of how Carlton Screen Advertising is pushing the boundaries of consumer interactivity and advertising innovation on behalf of our clients. It just shows that you can be as reactive using Cinema as much as other media.”

QUANTUM DIGITAL CINEMA
Digital projection is still relatively new to the UK, but Odeon and Quantum Digital have cut a path as the market innovators in programming alternative forms of content such as live sport, music, interactive games and a host other experimental concepts. Marc John of Quantum Digital, Odeon’s Head of Digital Cinema said: “This is a great project, hats off to Carlton and Canon for breaking new ground with us. The concept is fantastic and using wi-fi opens up all sorts of doors for how alternative programming can become even more diversified!”

Carlton Screen Advertising has recently increased the number of digital cinema screens in UK by 100% from 150 screens to 300 screens.

This new tranche of investment will position Carlton Screen Advertising as the 3rd largest Digital Cinema Network in the world. The planned increase will also see the first ever digital cinema screens launch in Northern Ireland and the Republic of Ireland.

The rise of digital projection will benefit more than advertisers, by going digital audiences will also benefit. Digital projection will enable a greater selection of media entertainment beyond traditional Hollywood movies, including foreign language and niche categories, as well as live sport, music, big screen interactive games …

For more information please contact:

James Dobbin, Account Director - Innovation, Carlton Screen Advertising on 020 7534 6263 james.dobbin@carltonscreen.com

Lynne Clarke, PR & Marketing Executive, Carlton Screen Advertising on 020 7534 6224 lynne.clarke@carltonscreen.com

Marc John, Quantum Digital www.quantumdigital.co.uk
07900 813605 marc@quantumdigital.co.uk

ENDS