Digital Cinema Media: Difference between revisions

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Digital Cinema Media ('''DCM''') is Europe's most profitable cinema advertising company, formed by UK cinema chains [[Odeon Cinemas (UK)|Odeon]] and [[Cineworld Cinemas (UK)|Cineworld]]. It started off in the 60's/70's as Rank Screen Advertising ('''RSA'''), supplying adverts for Rank/Odeon cinemas (hence the name). They stayed like this until 1996, when they were bought by [[Carlton Television (UK)|Carlton Communications]] and were renamed Carlton Screen Advertising. The company's UK and Irish services were split after Odeon and Cineworld acquired the UK operations and renamed it to its current name; Carlton's operations in Ireland remained until March 2014, when it was rebranded as [[Wide Eye Media (Ireland)|Wide Eye Media]]. This was the last Carlton-owned company to use their name, long after their merger with [[Granada Television (UK)|Granada]] in 2004 to form [[ITV (UK)|ITV plc.]]

==Rank Screen Advertising==

[[File:Rank Screen Advertising Presents.jpg|center|350px]]

'''Nickname:''' "The Cube/Pyramid in the Abyss"

'''Logo:'''

*'''Opening:''' On a black background, a bunch of {{Color|green}} squares inside of each other are seen in the center of the screen. The squares then roll to the left, revealing it's a cube with that pattern on it. The cube then rolls more in sync with the music until it turns to reveal "{{Color|yellow|'''Rank Advertising Films presents'''}}" in an abstract font dead center of the screen.

*'''Closing:''' On the same background, a pyramid with a spiral pattern on it rolls until it shows the address off-center.

'''FX/SFX:''' Stop-motion animation of the cube/pyramid rolling around.

'''Logo:'''

*'''Opening:''' On a space background that we slowly zoom into, there is a rectungalar "'''10'''" with clips in it in the middle of the screen. The clips then start playing as the countdown starts. When it reaches "'''0'''", it cuts to black.

*'''Closing:''' On the same background, "'''RANK SCREEN ADVERTISING'''", in the same font as the countdown numbers, appears one-by-one with the address, in a box of clips like in the opening.

'''FX/SFX:''' The countdown and background.

'''Music/Sounds:''' A funky disco tune with "space"-like effects.

'''Availability:''' Extinct.

'''Editor's Note:''' This logo is a favorite of many British cinema fans.

'''FX/SFX:''' The "ghosting" of the words/letters.

'''Music/Sounds:''' A rather stereotypical "space" synth tune.

'''Availability:''' Extinct.

'''Editor's Note:''' None.

'''Logo:'''

*'''Opening:''' On a {{Color|silver|metallic}} background, we see two projector sprocket wheels with film going through them. We zoom onto the film and a light shines through the sprockets. It cuts to two film reels each with film coming on and off of them. We again zoom onto the film, and a light shines through the sprockets like before. We then cut to a close up of the side of some shiny object, which then spins around and is revealed to be a projector lens. Light shines through the lens and then the words "RANK SCREEN ADVERTISING" appear on the lens.

*'''Closing:''' The projector lens is already revealed and the light wipes the name and the address in.

'''FX/SFX:''' The entire logo is pretty much all CGI effects.

'''Music/Sounds:''' A rather generic tune, with a kind of "whoosh" sound whenever light shines.

'''Availability:''' Extinct.

'''FX/SFX:''' The film/star flying around and shining, the letters coming in and "{{Font|serif|ADVERTISING}}" fading in.

'''Music/Sounds:''' An eight-note synthesized fanfare.

'''Availability:''' Extinct.

'''Editor's Note:''' The abbreviation "RSA" already contains "Advertising", which makes the use of that word under the logo redundant, hence the nicknames.

===(1996-2008 [2014 in Ireland])===

'''Logo:'''

*'''Closing:''' There were two closing versions. The first version fades in to the end result, having the rod cool down. The second version cuts in, then the rod and background fade out, leaving the logo on a black background.

'''FX/SFX:''' Live-action; designed and filmed by Martin Lambie-Nairn, known for creating many other British idents.

===1st Logo (2008-2011)===

'''Logo:''' On a black background, at the top left of the screen, some text says "DISCOVER THE POWER OF CINEMA ADVERTISING". Then two rectangles, one {{Color|blue}} and one {{Color|yellow}}, appear and get increasingly bigger. When they are done, all sorts of pictures/clips of different movies and things start appearing, like clips from ''Ice Age'', a ''Pirates of the Caribbean'' film, and the picture of a guy sitting in a theater eating popcorn, for example. When they are done, a string of light appears and forms the DCM logo with the text "DIGITAL CINEMA MEDIA" underneath it, while at the top left of the screen, the text says "DISCOVER THE POWER OF CINEMA ADVERTISING" and "TO ADVERTISE VISIT DCM.CO.UK". The logo fades out afterwards.

'''FX/SFX:''' All the animation in the logo.

'''Music/Sounds:''' A short synth tune, which ends with a loud bass note and a crash, followed by 3 more synth notes.

'''Availability:''' No longer in use.

'''Editor's Note:''' None.

'''Logo:''' On a black background, we see a bunch of {{Color|red}}-colored lanterns suddenly lighting up. These lanterns are then shown in various formations and colours in several different shots. Eventually, these lanterns reveal the words "DIGITAL CINEMA MEDIA" one-by-one, and at the end they come together to form the DCM logo from the previous logo. Below the logo, the captions "DISCOVER THE POWER OF CINEMA ADVERTISING" and "VISIT DCM.CO.UK" appear.

'''FX/SFX:''' The lanterns lighting up and the camera panning.

'''Music/Sounds:''' A remixed version of the synth tune from the previous logo, this time starting and ending with a seat-shaking bass note.

'''Availability:''' No longer in use.

'''Editor's Note:''' None.

'''Logo:''' Against a background of various changing scenes, the new DCM logo appears, which consists of three shapes designed to loosely resemble "DCM". After a while, the text "dcm" appears to the top right of said logo, while "Dynamic advertising" appears below it.

'''Later Variant:''' In 2014, a slightly different version replaced the logo above. It's essentially the same until the formation of the DCM logo. After that, the words "digital cinema media" fade in one-by-one under their respective letters, then slide to the center. The text shines and the background turns to black, with a smaller version of the DCM logo appearing in the centre of the screen. The scenes continue inside the logo as usual.

'''Variants:''' There are three variations of this ident, named "Amazement", "Laughter" and "Suspense".

*'''Amazement:''' The scenes include shots of a cornfield, the moon, the Milky Way galaxy, the inside of a space shuttle, shots of jellyfish, an exploding bomb and the Aurora Borealis.

*'''Laughter:''' The scenes include a guy with a rabbit head getting up from a bench, a baby elephant running, a spaceman playing golf on the moon, a disco ball, someone "grabbing" the sun in their hands, and a puzzled dog, then an apple exploding, a baseball flying in, and finally and bunch of balloons hurling across a sky.

*'''Suspense:''' The scenes include a gun being fired, a fox growling, someone's pupil shrinking, a TV being smashed, a match being lit, and finally an overhead shot of a swimming pool.

'''FX/SFX:''' The various clips changing, and the animation following it. Great logo from Fearlessly Frank.

'''Music/Sounds:''' Each variant has their own unique track.

*'''Amazement:''' A piano solo (pre-2017, with a "beep" from 2014-2017), a harsh drum-and-bass tune with a dramatic choir, with the "beep" removed (post-2017).

*'''Laughter:''' A whimsical tune with a few cartoony effects thrown in.

*'''Suspense:''' Synths playing along with a ghastly scream, tyres screeching, and a propeller plane diving.  

'''Availability:''' Current.

*"Suspense" is rare, and had been seen before showings of ''Trance'', ''The Place Beyond The Pines'', ''The Conjuring'', ''World War Z'', ''Side Effects'', and ''Django Unchained''. This variant was discontinued in 2014, and showings of films that might use "Suspense" now use "Amazement" instead.

[[Category:British cinema logos]]

[[Category:Cinema logos]]

[[Category:British logos]]