Digital Cinema Media
Digital Cinema Media (DCM) is Europe's most profitable cinema advertising company, formed by UK cinema chains Odeon and Cineworld in 2008 after they bought the UK operations of Carlton Screen Advertising from ITV plc.
|1st Logo (December 2008-April 2011)||2nd Logo (April 2011-January 2013)||3rd Logo (January 2013-)|
1st Logo (December 2008-April 2011)
Logo: On a black background, at the top left of the screen, some text says "DISCOVER THE POWER OF CINEMA ADVERTISING". Then two rectangles, one blue and one yellow, appear and get increasingly bigger. When they are done, all sorts of pictures/clips of different movies and things start appearing, like clips such as Ice Age: Dawn of the Dinosaurs (the teaser trailer), Pirates of the Caribbean: At World's End, Fantastic Four: Rise of the Silver Surfer, and the picture of a guy sitting in a theatre eating popcorn, for example. When they are done, a string of light appears and forms the DCM logo with the text "DIGITAL CINEMA MEDIA" underneath it, while at the top left of the screen, the text says "DISCOVER THE POWER OF CINEMA ADVERTISING" and "TO ADVERTISE VISIT DCM.CO.UK". The logo fades out afterwards.
- A short variant exists at the end of the advert reels.
- A custom made closing variant exists for 3D films. It starts off in a starry background with many colourful silhouettes of plants and a red butterfly as it looks at one of the branches, then it flies towards the camera as it turns into a string of light and forms the DCM logo along with sparkling lights in front of it. The text would also display at the top left of the screen, "DISCOVER THE POWER OF CINEMA ADVERTISING IN 3D".
Technique: 2D animation, with some of the film clips being live action.
Music/Sounds: A short synth tune, which ends with a loud bass note and a crash, followed by 3 more synth notes.
Availability: No longer in use.
2nd Logo (April 2011-January 2013)
Logo: On a black background, we see a bunch of red-coloured lanterns suddenly lighting up. These lanterns are then shown in various formations and colours in several different shots. Eventually, these lanterns reveal the words "DIGITAL CINEMA MEDIA" one-by-one, and at the end they come together to form the DCM logo from the previous logo. Below the logo, the captions "DISCOVER THE POWER OF CINEMA ADVERTISING" and "VISIT DCM.CO.UK" appear.
- A stereoscopic 3D version of this logo exists, premiering with the UK theatrical release of Harry Potter and the Deathly Hallows – Part 2.
- A short version exists. Only used at the end of the advert reels.
- Another closing variant exists as part of a promotion with the Sour Patch Kids candy. It starts off with the normal closing variant, until a few seconds later, the logo is revealed to be from a film reel as a part of it was taken by a green sour patch kid as he looks at it and then faces the camera. It then cuts to the final shot of the logo as the same sour patch kid looks at the logo and then proceeds to touch it while looking at the camera as the logo for the candy appears on the right, along with links to its UK Facebook and Twitter accounts.
Technique: Although you may think that this is CGI animation, it was actually live action, done by BAFTA-winning design company Jump (notable for branding work on The X Factor and Who Wants to Be a Millionaire?.) It can be noticeable judging from a bit of camera shaking when "DIGITAL" appears.
Music/Sounds: A remixed version of the synth tune from the previous logo, this time starting and ending with a seat-shaking bass note.
Availability: No longer in use.
3rd Logo (January 2013-)
Logo: Against a background of various changing scenes, the new DCM logo appears, which consists of three shapes designed to loosely resemble "DCM". After a while, the text "dcm" appears to the top right of said logo, while "Dynamic advertising" appears below it.
Later Variant: In 2014, a slightly different version replaced the logo above. It's essentially the same until the formation of the DCM logo. After that, the words "digital cinema media" fade in one-by-one under their respective letters, then slide to the centre. The text shines and the background turns to black, with a smaller version of the DCM logo appearing in the centre of the screen and "WELCOME TO OUR WORLD" in a tall font appearing above it. The scenes continue inside the logo as usual.
Variants: There are three variations of this ident, named "Amazement", "Laughter" and "Suspense".
- Amazement: The scenes include shots of a cornfield, the moon, the Milky Way galaxy, the inside of a space shuttle, shots of jellyfish, an exploding bomb and the Aurora Borealis.
- Laughter: The scenes include a guy with an animal's head (likely a rabbit) getting up from a bench, a baby elephant running, a spaceman playing golf on the moon, brownish yellow water which moves around, a disco ball, someone "grabbing" the sun in their hands, reversed footage of fireworks, a puzzled dog, an apple exploding, a drop of fizzy water, a baseball zooming towards the screen, and many balloons floating in the sky. A pair of chattering teeth, a rabbit, and the ocean are also shown in the logo before the light appears.
- Suspense: The scenes include a gun being fired, a fox growling, someone's pupil shrinking, a TV being smashed, a match being lit, and finally an overhead shot of a swimming pool.
Technique: Live-action with superimposure, done by Fearlessly Frank and Daniel Eatock, with post-production handled by INTRO.
Music/Sounds: Each variant has their own unique track, all created by Jungle.
- Amazement: A piano solo with a "beep" (pre-2017); a harsh drum-and-bass tune with a dramatic choir, with the "beep" removed (post-2017).
- Laughter: A whimsical tune. Sound effects are also heard, which correspond to the things shown on-screen.
- Suspense: Synths playing along with a ghastly scream, tyres screeching, and a propeller plane diving.
- "Amazement" is the most common variation. It is generally seen before almost every film shown in Odeon/Cineworld cinemas. The exceptions are listed below.
- "Laughter" is generally seen before comedy and animation films, although most of them use "Amazement" since 2014. It was spotted before showings of Identity Thief, the 3D re-release of Finding Nemo, Lion, Hidden Figures, the 2017 re-release of Trainspotting and Top Gun: Maverick.
- "Suspense" is rare, and had been seen before showings of Trance, The Place Beyond The Pines, The Conjuring, World War Z, Side Effects, and Django Unchained. Although a version with the new logo sequence was made, it went unused and this variant was discontinued in 2014; showings of films that might use "Suspense" now use "Amazement" instead.
|Digital Cinema Media||