Screen advertising outfit Digital Cinema Media (DCM) has signed a four year contract with Vue for the exclusive rights to sell the exhibitor’s on screen advertising.

The contract, which covers all Vue cinemas throughout the UK, will be effective from Jan 1, 2011 when the existing arrangements that Vue has in place regarding cinema screen advertising expire.

Steve Wiener, CEO of Cineworld, commented: “Today’s news is an exciting development for DCM: we anticipate DCM benefiting from economies of scale over the mid to long term. DCM is driving innovation within the UK cinema advertising sector and this contract will reinforce the Group’s reputation within the industry.”

DCM is a joint venture partnership between Cineworld and Odeon cinemas, formed in July 2008, to provide services in respect of on screen advertising in cinemas.

Vue currently has approximately 23% of the UK cinema market.