The return of the big screen brings with it the welcome return of cinematic advertising. BT has risen to this moment as one of the first advertisers to show its support and confidence in the return of the big screen by teaming up with Digital Cinema Media (DCM)  to deliver a bespoke cinematic ad campaign.

The campaign, which runs exclusively in cinema, will promote the UK’s first unbreakable home wi-fi, which is backed up by EE.

The spots bring to life the frustrations of unreliable broadband - at home and in the cinema. Each spot opens with an iconic jeopardy scene interrupted by the dreaded buffering; the ‘wheel of death’ which has become an all-too-common factor of everyday life for consumers in the midst of the pandemic. 

As the voice over explains: “You wouldn’t put up with buffering at the cinema, so why accept it when your internet crashes at home?” The campaign points to the fact that over 88% of UK cinemas rely on BT broadband to bring the films you love to the big screen”.

The ad returns to the film, before spanning back to the cinema audience who are captivated by the action on screen. The voice over ends with “Enjoy the film you’re really here to see”. 

Pete Jeavons, Marketing Communications Director at BT & EE, explains: “We’re thrilled to be welcoming film fans back to cinema with our latest DCM partnership. But when it comes to movies, we believe it’s best to leave the dramatic cliff-hangers to the professionals. The “wheel of death” should not have a starring role in any film – whether you’re at the cinema or on your sofa. In our new cinema series, we’re pleased to share our latest broadband innovation, which is backed up by EE’s award-winning mobile network, offering an unbreakable connection for the moments that matter”.

The cinema activity  builds on BT’s relatable ‘Broadband Rage’ campaign, created by Saatchi & Saatchi. The partnership was managed by Essence and Digital Cinema Media (DCM) and created in partnership with production agency Recipe.

As well as signalling the return of cinema, the commercial partnership also underlines the role for brands and marketers to think critically about the role of their marketing budgets in the wake of the pandemic. A global crisis which has had a devastating impact on so many parts of the creative industries. 

With an ever-increasing range of data points underlining the way in which consumers expect brands to support local communities; the value of marketing spend to the creative industries is increasingly vital. A trend which means smart marketers recognise the added value of investing in those important cultural touch points - such as cinema - forced to shutter by the pandemic.