Showcasing its commitment to cinema, Kia has extended its partnership with Independent cinema for the third consecutive year. To support the focus the automotive brand has strengthened its collaborations with independent cinema specialist Digital Cinema Media (DCM) and formed a new partnership with Pearl & Dean.

Kia has long championed the power of cinema, winning a DCM award for best use of cinema for its ‘driving to the electric future with independent cinema’ campaign from Havas Play. 

Aligning with independent cinema’s values of creativity, innovation, and inspirational thinking, Kia is extending its commitment to cinema with an expanded partnership to Pearl & Dean Curzon Cinemas. The Curzon cinema estate is known for its landmark locations across the UK. These cinemas will add to Kia’s partnership with DCM’s independent cinemas brokered by Havas in 2022. Its cinemas include the Picturehouse, The Light, Reel and Savoy and serve a fifth of UK cinemagoers. Kia now supports a total of 242 independent cinemas nationwide. 

Supplement to the partnership Kia has developed new creative content specifically for cinema with the help of Innocean UK. Spots advertising the fully electric seven-seater Kia EV9 and the family-focused Sportage SUV will be shown in prime spots ahead of every feature film, in DCM’s 60 second ‘gold spot’ and at Curzon screens. The creative spots are aligned with Kia’s ‘Movement that Inspires’ media platform. 

“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,” says Sanka de Silva, Marketing Director at Kia UK Limited

“We believe that movement inspires, and there’s nothing quite like the moving pictures to demonstrate this and showcase our products. We’re excited to show our latest cinematic adverts for the fully electric seven-seater EV9 and Sportage, which really need to be seen on the big screen to be fully appreciated.”

This commitment to independent cinema is part of Kia’s approach to take customers on inspiring journeys by entertaining communities and supporting local businesses. With recent AA/WARC stats reporting a return to growth for cinema at 6.4% and the firepower of Barbenhimer proving the continued cultural relevancy and capacity for connection the medium brings, investment in cinema is a surefire way to connect with audiences through storytelling.