First Choice – Family Film ident takeover

First Choice ran a nine-month onscreen campaign where they took over the end ident in all Family films – this augmented a 90″ version of their ad in the Silver Spot.

P&D launched the campaign on boxing day week (which is the biggest admissions week for cinema) with all releases Family and Adult and ran into January with a film pack in Star Wars – The Last Jedi.



  • 4,000,000 estimated admissions
  • 5,026,256 delivered admissions
  • +25.6%
  • The Family Audience is 63% adults and see cinema as key duel viewing time with their children. Through this cinema campaign, First Choice was able to build a relationship with this audience over a nine-month period.