"They Get People Excited and Maximise Their Joy" Moments that Matter 2026 with Digital Cinema Media
•January 29, 2026
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Brands are increasingly turning to major cultural moments to help lead their ad campaigns, and cinema has been a significant beneficiary.
What are the indispensable moments that will matter to audiences throughout this year?
Michael Bensley, head of client and Digital Cinema Media (DCM), and Tracy Middleton, head of media and entertainment at Mail Metro Media, sat down with senior reporter Jack Benjamin to offer a preview.
The trio talked through how brands can tap into cross-generational cultural moments, like the World Cup this summer, as well as titles like The Super Mario Galaxy Movie and Toy Story 5.
Speaking to communities and fandoms has also become core to many brands' media strategies.
For Marvel fans, brands can look forward to Avengers: Doomsday and Spider-Man: Brand New Day; horror fans had their appetites satiated with 28 Years Later: The Bone Temple this month.
Meanwhile, Christopher Nolan's The Odyssey is likely to be a key cultural moment this summer for the core 16-34 demographic.
Nostalgia also has a role to play this year, with an apparent focus on the noughties with The Devil Wears Prada 2.
"They're massive moments that brands can lean into," said Bensley. "For consumers, it's just an opportunity to come together and lean into content and zeitgeisty moments that matter. They get people excited and maximise their joy."
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