Ocean is incumbent for the site and has held rights to sell the outdoor advertising landmark for more than 10 years.

Following a competitive pitch process, Ocean’s contract is now set to be renewed for a further five years, with a lifetime value of £25m and the option to extend by another five years at the discretion of the BFI.

Ocean first won the BFI IMAX advertising contract in April 2006 and has worked with major brands such as Apple, Universal Pictures, Netflix, LMVH, Mercedes, Tiffany, Hugo Boss and HSBC at the site.

Phil Hall, joint managing director of Ocean, comments: “The BFI IMAX is the original ‘Ask For It By Name’ location and is central to Ocean’s proposition, sitting within one of the world’s most highly regarded advertising portfolios.

“Strategically the BFI IMAX is key to Ocean’s London, UK and global client offer, and we have some amazing plans to drive this unique asset to a different level.”

Lisa Rowe, director of strategic projects for the BFI, adds: “The BFI IMAX advertising wrap is a critical revenue stream that supports delivery of the BFI’s UK wide cultural activities and Ocean’s proposal provides the BFI with surety of significant income over the length of the contract.
 
“In what was a highly competitive pitch process, Ocean demonstrated a clear, ambitious vision for one of the world’s best known and highly demanded advertising assets.

“We are genuinely excited to work with Ocean in delivering on that vision which will support the continuing success of the BFI IMAX.”

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