M&M's hero characters arrive on UK red carpet

Shaun Weston24 Mar 2011

One of the world's most recognisable brands, M&M's, will be jumping from supermarket shelves and onto the silver screen as part of a partnership with Digital Cinema Media's 60-second entertainment show, 'From The Red Carpet' (FTRC).

'FTRC' reports on the biggest worldwide releases, covering exclusive news from the latest film premieres, film sets and interviews with the stars and will be sponsored on screen across the UK from the end of April in DCM affiliated cinemas as part of the partnership.

The deal incorporates all DCM's digital screens. With Odeon, Cineworld, Vue, Picturehouse, IMAX and some independents all screening the new show before some of the biggest blockbusters this year.

The 'FTRC' show will be seen by 58m cinema goers during the partnership that's scheduled to last for at least 12 months.

A Mars spokesperson said: "M&M's benefits from two loveable characters that audiences instantly recognise and engage with. The brand is synonymous with film, whether it be at home or in the cinema, and our link with the FTRC show allows us to reach consumers in a completely new and different way."

Jeremy Playle, sales director at DCM, said: "According to the recent Ipsos report The Power of the Big Screen, cinema is still the ultimate appointment to view. We're delighted M&M's has recognised this and chosen our show to engage with a young and affluent audience."

Source: Digital Cinema Media