Thursday, 31 March 2011

Panasonic renews partnership with Pearl & Dean / 3D TV technology

Panasonic renews partnership with Pearl & Dean

Panasonic has renewed its partnership with Pearl & Dean to promote its range of in a new 14-month deal running across on-screen, in-foyer and online assets. 3D TV technology

From this month onward, Panasonic will be showcasing its next generation TV offering through advertising in-reel, creating their own ‘put on your glasses’ tag and launching a remixed 3D ident of the iconic Pearl & Dean sting before all 3D releases, including this summer’s Pirates of the Caribbean and Harry Potter outings.  

Panasonic’s 3D TV creative concept, which features a woman entering a fairytale world, will be extended across foyer TV and posters. The home entertainment technology provider will be also featured on the dedicated 3D pages on the Pearl & Dean website.  

The 2010 Panasonic cinema partnership was proven to significantly improve awareness of the brand’s 3D offering, perception of Panasonic as leaders in 3D home technology, intention to purchase, and brand favourability in a key time for the establishment of the 3D TV market.

The renewed partnership comes at a great time for cinema following the second highest summer admissions ever in 2010, and a strong start for 2011 so far.  

Joe Copeman, Innovations Account Manager at Pearl & Dean comments:

“Panasonic’s partnership with cinema proved not just successful in terms of raising awareness for the brand’s 3D offering, but helped to create standout just as the market for this new development in home technology was beginning to germinate. Panasonic’s ongoing association with 3D cinema means the company can capitalise on a great range of releases throughout 2011 from Kung Fu Panda 2 to Tintin.”

David Bonney of Panasonic UK adds:
“Cinema really delivered for the 3D TV offering last year at a key time for the technology. It makes perfect sense to showcase the offering across the silver screen again this year, and reach audiences as they prepare to enjoy 3D content on the big screen.”

Jack Swayne, Associate Director at Vizeum UK :
“In-home 3D technology is still in its infancy, with only a small proportion of the industry producing content made for TV. We needed to identify relevant 3D content environments to own, deliver cut through, and saliency, and the association with 3D film allowed us to do just this.”

For further information please contact:

Katrina Jackson / Oliver Pink
T: 020 7927 9999

Pearl & Dean

Pearl & Dean is a successful screen advertising contractor and the greatest name in cinema advertising in the UK. Established in 1953, Pearl & Dean has worked in partnership with cinema exhibitors for over 50 years and its well known sonic logo is held in great affection by many generations of movie lovers in the UK. Still a cool, vibrant brand in today’s consumer and business sector, Pearl & Dean is constantly evolving, extending its offering to clients in line with ongoing market requirements.

Pearl & Dean is dedicated to growing cinema advertising revenue, both on and off screens, as well as harnessing the consumer appeal of the Pearl & Dean name to develop the company into an entertainment and lifestyle brand.

Pearl & Dean is passionate and committed to positively shaping the future health of the film and cinema industry. As part of fulfilling this objective Pearl & Dean is actively involved and represented on all of the industry’s leading councils, committees and associations which include the Cinema Advertising Association (CAA), the Screen Advertising World Association (SAWA), All Industry Marketing (AIM) and the Cannes International Advertising Festival.
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