Kia UK is doubling down on its support for independent cinema, expanding its partnerships to reach even more moviegoers across the nation. For the third consecutive year, Kia UK has renewed its collaboration with Digital Cinema Media (DCM) and formed a new alliance with Pearl & Dean, significantly extending its presence in the world of independent film.
This strategic move, brokered by Havas Play in 2022, initially saw Kia supporting DCM’s network of independent cinemas, which cater to 20% of the UK’s cinema audience. The partnership, which includes renowned venues like Picturehouse, The Light, Reel, and Savoy, has now been extended to encompass Pearl & Dean’s prestigious Curzon cinema estate. Known for its iconic locations and expertly curated film programs, the Curzon estate epitomizes the independent cinema experience that Kia is eager to support.
By bringing the Curzon cinemas into its fold, Kia UK now backs 242 independent cinemas nationwide, reinforcing its commitment to the arts and the cinema-going experience. This expanded partnership is a testament to Kia’s dedication to creativity, innovation, and community engagement—core values that resonate deeply with the independent cinema sector.
As Kia’s partnership continues into 2024, the brand is rolling out new creative content tailored specifically for cinema audiences. Collaborating with Innocean UK, Kia has developed fresh cinematic adverts featuring the all-electric Kia EV9 and the family-oriented Sportage SUV. These ads will be showcased in prime advertising slots, including DCM’s coveted 60-second ‘Gold Spot’ and Curzon screens, ensuring Kia’s message reaches over 12 million people annually.
Kia’s alignment with independent cinema is more than just a marketing strategy; it’s a reflection of the brand’s philosophy. Independent cinemas are celebrated for their creativity and innovation, qualities that Kia embodies in its approach to automotive design and customer experience. By supporting these cinemas, Kia is not only enhancing its brand perception but also contributing to the vibrancy of local communities and the arts.
Sanka de Silva, Marketing Director at Kia UK Limited, highlighted the synergy between cinema and the brand’s ethos, stating, “We believe that movement inspires, and there’s nothing quite like the moving pictures to demonstrate this and showcase our products.” This sentiment is echoed in the brand’s continued support for independent cinemas, which play a crucial role in entertaining and inspiring communities across the UK.
The impact of this partnership is evident in the numbers. According to DCM Sales Director Davina Barker, the collaboration has already resulted in a 208% increase in brand perception among cinemagoers. This renewal into a third year solidifies Kia’s position as a key player in the independent cinema space, creating a powerful connection with an upmarket, discerning audience.
Kia’s partnership with Pearl & Dean, particularly through the Curzon cinemas, further enhances this connection. As Curzon celebrates its 90th anniversary, Kia’s involvement underscores the brand’s commitment to supporting institutions that have made significant contributions to the UK’s cultural landscape. Ellie Davidson, Executive Director DIVE on behalf of Pearl & Dean, expressed excitement about the collaboration, noting that it offers a unique opportunity to connect Kia with an engaged and appreciative audience.
As Kia UK continues to forge ahead with its cinema partnerships, the brand is not just advertising cars—it’s driving forward a narrative that aligns with the values of creativity, innovation, and community support. Through this expanded partnership, Kia is set to play a vital role in the future of independent cinema, helping to keep the lights on in local theaters and the magic of the big screen alive.
