Kia UK Boosts Independent Cinema Support With Extended Partnerships

Published: Monday, August 19, 2024, 13:03 [IST]

Kia UK has expanded its support for independent cinemas by partnering with Pearl & Dean, adding Curzon cinemas to its portfolio. This collaboration, brokered by Havas Play in spring 2022, now includes 242 independent cinemas nationwide. Kia's commitment to the arts is evident as it continues to back independent cinema for the third consecutive year.

The partnership with Digital Cinema Media (DCM) has seen Kia supporting various independent cinemas like Picturehouse, The Light, Reel, and Savoy. These venues serve a fifth of UK cinemagoers. By including Pearl & Dean’s Curzon cinemas, Kia enhances its support for the cinema industry. Curzon is known for its landmark locations and expertly curated film programmes.

Curzon’s distribution labels, Curzon Film and Artificial Eye, are renowned for showcasing award-winning films. This move underscores Kia’s dedication to enriching the cinema-going experience and supporting local businesses. The partnership aims to inspire communities through creative and innovative approaches.

As part of this ongoing partnership, Kia has developed new creative content specifically for cinema audiences. The fully electric seven-seater Kia EV9 and the family-focused Sportage SUV will feature in prime ad spots before every feature film across DCM’s 60-second ‘Gold Spot’ and Curzon screens. This placement reaches over 12 million people annually, enhancing Kia’s ‘Movement that inspires’ messaging on a premium media platform.

Sanka de Silva, Marketing Director at Kia UK Limited, stated: "With an array of exciting summer blockbusters due in cinemas soon, we believe this is a fantastic opportunity for Kia to once again take centre stage, support local businesses and entertain communities through independent cinema." He added that their latest cinematic adverts need to be seen on the big screen to be fully appreciated.

Impact on Brand Perception

Davina Barker, Sales Director at DCM, expressed pride in the immersive partnership with Kia in the independent cinema space. She noted that year two alone increased brand perception among cinemagoers by 208 per cent. Barker highlighted that this campaign renewal solidifies Kia’s ownership of independent cinema while maximising emotional impact with an upmarket audience.

Ellie Davidson from Pearl & Dean shared excitement about working with Kia to connect them authentically with independent cinema through their iconic partner Curzon. She mentioned that Curzon celebrates its 90th anniversary this year and that Kia is marking this milestone by showing its support through tailored screenings and special events.

Enhancing Customer Experience

Laurence Collings from Innocean UK expressed delight in extending Kia’s association with independent cinema through Pearl & Dean. He looks forward to developing a narrative between Kia and film lovers while enhancing both the brand and customer experience.

Rob Breese from Havas Media UK emphasised that renewing the partnership underscores Kia’s commitment to innovation and engaging diverse audiences. He believes this collaboration aligns perfectly with Kia’s vision as a modern brand, creating unforgettable experiences and driving brand presence uniquely.

This expanded partnership showcases Kia's dedication to creativity and community engagement within the vibrant world of independent cinema.