Digital Cinema Media (DCM) has teamed up with the National Film and Television School (NFTS) to create a new advertising campaign aimed at increasing attendance.

The cinema advertising company asked NFTS students to create 60 second ads to promote the cinema experience. The winning ad, which will run for two months from January 22, shows members of the public trying to replicate the cinema experience at home, at work and while out.

A second advert, featuring British actor Ray Winstone and also made by NFTS students, will run later in the year.

The campaign will be backed by integrated marketing activity targeted at media agencies, advertising agencies and advertisers. It will include email banners and website activity. It is the first time DCM has created a campaign or used to cinema to promote its message.

DCM said that the campaign is part of a strategy to build stronger ties with the film industry and support emerging talent through the NFTS.

Martin Bowley, DCM managing director, said: “DCM is proud to be supporting the long-term future of the film industry and being a concerted part of its continued growth.”

The two winning adverts were selected by a panel made up of DCM, NFTS and production company, Shaw. They beat 50 scripts to win the competition.

Nick Powell, director of the NFTS, said the competition offers students “a fantastic opportunity to create dramatic and innovative material that will be seen nationally”.