Digital Cinema Media (DCM) is offering advertisers the chance to sponsor a new mini-entertainment show that will screen alongside cinema adverts.

The show, called From the Red Carpet, was launched today at The Bigger Picture, a conference held by DCM today (September 15).

Each show will last 60-90 seconds and will feature a showbusiness reporter interviewing stars as they walk the red carpet at premieres and film events. The content will change every two weeks.

Advertisers will be able to sponsor the show, promote products and services in each slot and branding can also be used on-screen, including on microphones. The show will also be supported by online content.

Martin Bowley, managing director of DCM, said: “From the Red Carpet is the first in a number of ideas that aims to update the cinema-going experience and bring new advertising opportunities to the medium.”

Last week, DCM also announced it will be the official media partner of the 53rd The Times BFI London Film Festival (LFF), which runs October 14 -29.

DCM will show the LFF trailer across its network of cinemas, which include Odeon, Cineworld and Empire Cinemas, in and around the capital. The company has a 65% share of the cinema advertising market in the UK.