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Kia partners with independent cinema and Sundance Film Festival London 2022

Kia UK Limited has partnered with Digital Cinema Media (DCM) across its independent cinema estate. The 12-month nationwide partnership includes engagement at the brand’s independent cinemas, including Curzon, Picturehouse and Reel and 160+ other venues across the UK

This partnership represents a great opportunity to establish and own a deep association between Kia UK and the independent cinema bringing to life Kia’s brand ethos ‘Movement that inspires’. Highlights include dedicated rights to the highly sought after 60 second ‘Gold Spot’, played at all independent cinemas before each film.

The Gold Spot offers viewers a captivating opportunity to view Kia’s all-new electrified range of vehicles and highlights the new brand identity to a large, engaged audience across the country.

An important date in the UK independent cinema calendar is the Sundance Film Festival: London 2022, which follows the US-based festival in Salt Lake City earlier in the year. Celebrating independent films and directors whilst supporting inspirational thinking and creativity is the event’s key objectives, values shared by Kia. This partnership enables Kia the opportunity to support this celebrated event.

Kia UK Marketing Director, Sanka De Silva, commented “We have a lot of faith in the local independent cinema and the value it adds. It will no doubt allow us to own this channel and showcase our electrified leadership to a progressive and captive audience.

The synergy with Kia and Sundance supports inspirational thinking and creativity and really highlights the direction that we are heading in. As we are now stepping out of the challenges we faced over the last couple of years, people are starting to embrace in-person visits to the cinema and the emotional connectivity that it brings”.

The Sundance Film Festival: London 2022 will take place from 9th to 12th June at Picturehouse Central, opening with ‘Good Luck to you, Leo Grande’ by Sophie Hyde and starring Emma Thompson and Daryl McCormack. Boasting a line-up showing off all the things that make Sundance unique, international and UK premieres will also feature, direct from the Sundance Film Festival in Utah. 

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