Dove’s programmatic cinema activation with Cineplex Media through Advertising Accord demonstrates the growing demand for cinema within the digital video ecosystem.
Cinema has long been one of the most powerful advertising environments — delivering high attention, full viewability, and a deeply immersive experience. Yet it has historically been one of the last premium video channels not accessible programmatically. That is now changing, as cinema becomes increasingly integrated into the broader programmatic video ecosystem. Across markets, leading brands are integrating cinema into their programmatic video strategies with the same flexibility they expect from CTV and digital video. Among them is Dove, whose #ChangeTheCompliment campaign ran across Cineplex theatres through Unique X’s programmatic cinema platform, Advertising Accord.
The campaign invited audiences to rethink the language of compliments and build confidence — a message designed to resonate emotionally with audiences. As part of a broader video strategy, cinema provided a high-attention environment to amplify that storytelling, delivering the message on the big screen, where audiences are fully engaged.
Divya Singh, Head of Personal Care at Unilever Canada, commented: “Dove has always believed in using creativity as a force for confidence. Cinema has a unique power to captivate attention and spark emotional connection, making it a natural complement to our programmatic video strategy.” Cineplex Media, Canada’s leading cinema media company, enabled the activation by connecting its premium screen inventory to the programmatic ecosystem through Advertising Accord. This means brands can now access cinema audiences alongside their existing digital video campaigns — with the workflow and reporting they’re already accustomed to.
Kristie Painting, EVP & Managing Director at Cineplex Media, added: “We’re seeing a shift in how cinema fits into the media mix. It’s no longer a standalone channel — it’s becoming part of a more dynamic, connected video ecosystem, where flexibility and interoperability are increasingly important to how brands invest.”
Cinema delivers a uniquely undistracted viewing experience — no second screen, no skip button, no scrolling past. Through Advertising Accord, this premium inventory is now accessible programmatically, removing the barriers that once kept cinema siloed from broader video strategies.
Ben Topham, Executive Director of Preshow Products at Unique X, commented:
“Programmatic cinema is no longer a concept; it’s a proven channel delivering results for some of the world’s most recognized brands. The Dove campaign with Cineplex Media is a great example of what happens when you combine cinema’s unmatched audience attention with the flexibility and efficiency of programmatic buying through Advertising Accord. As more brands and media owners recognize the opportunity, we’re seeing cinema take its rightful place alongside CTV and digital video in the programmatic mix.”
As the cinema advertising industry gathers at the SAWA bi-annual conference, the message is clear: programmatic cinema is here, and momentum is building across brands, agencies, and media owners alike. The big screen is now firmly part of the programmatic mix — and this is only the beginning.
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About Cineplex
A leading entertainment and media company, Cineplex (TSX:CGX) is a top-tier Canadian brand that operates in the Film Entertainment and Content, Amusement and Leisure, and Media sectors. As Canada’s largest and most innovative film exhibitor, Cineplex welcomes over 70 million guests annually through its circuit of 165 theatres across the country. Cineplex also operates successful businesses in digital commerce (CineplexStore.com), food service, alternative programming (Cineplex Events), cinema media (Cineplex Media), digital place-based media (Cineplex Digital Media), amusement solutions (Player One Amusement Group) and an online eSports platform for competitive and passionate gamers (WorldGaming.com). Additionally, Cineplex operates a location based entertainment business through Canada’s newest destination for ‘Eats & Entertainment’ (The Rec Room), and will also be opening new complexes specially designed for teens and families (Playdium) as well as exciting new sports and entertainment venues across Canada (Topgolf). Cineplex is a joint venture partner in SCENE, Canada’s largest entertainment loyalty program.Proudly recognized as having one of the country’s Most Admired Corporate Cultures, Cineplex employs approximately 13,000 people in its offices across Canada and the United States. To learn more visit Cineplex.com or download the Cineplex App.
