Pearl & Dean Ireland
Pearl & Dean Ireland is an Irish cinema advertising company, formerly known as Carlton Screen Advertising and Wide Eye Media.
Last updated August 24, 2026
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Overview
Pearl & Dean Ireland is a cinema advertising business operating in the Republic of Ireland. The brand is the latest identity of an advertising operation whose Irish history began in 1996, when Carlton Communications acquired Cinema Media, the successor to Rank Screen Advertising. The business was subsequently associated with Carlton Screen Advertising, a major cinema advertising operation created within the wider Carlton group and later connected to ITV plc after Carlton Communications merged with Granada in 2004. The company's history reflects the consolidation and restructuring of cinema advertising in the United Kingdom and Ireland. Carlton Screen Advertising became one of the largest cinema advertising businesses in the UK, but difficult advertising conditions and changing commercial arrangements with cinema exhibitors contributed to ITV's decision to dispose of the operation as part of a broader focus on core assets. In 2008, the UK and Irish operations were separated. Cineworld Group and Odeon Cinemas acquired a majority stake in the UK business, which was subsequently rebranded as Digital Cinema Media in January 2009. The Irish operation remained under the Carlton Screen Advertising name and continued to be owned by ITV until its sale in May 2009 to an Irish media group. Following the sale, the Irish company retained the Carlton branding for several years. In March 2014 it relaunched as Wide Eye Media, accompanied by an investment reported at €2 million and a move toward digital cinema advertising technology. The rebrand was intended to position the company around the sensory and immersive qualities of cinema, using the slogan “See it. Hear it. Feel it.” At the time, the company stated that its digital network covered 643 screens across Ireland. In July 2015, the parent of Wide Eye Media acquired the London-based Pearl & Dean cinema advertising business. The transaction brought the Irish and UK operations under related ownership and created a cinema advertising group active in both markets. The two businesses were reported as collectively representing 28% of the cinema advertising market in Ireland and the UK at that time. Dermot Hanrahan, who had become chairman of the Irish business after its 2009 sale, also assumed the chairmanship associated with the enlarged group. Wide Eye Media adopted the Pearl & Dean Ireland name in September 2022. The current brand therefore combines a long-established Irish cinema advertising operation with the heritage and identity of Pearl & Dean, a recognized cinema advertising name in the UK. Its core business is the sale, planning and delivery of advertising campaigns shown before cinema films, using the cinema environment to provide large-format audiovisual exposure to advertisers. Publicly available reference material does not establish a separate consumer product portfolio, retail presence or stock-market listing for Pearl & Dean Ireland.
History
The business that is now Pearl & Dean Ireland traces its history to the restructuring of cinema advertising assets formerly associated with Rank Screen Advertising. Rank Screen Advertising had been separated from the wider Rank Group during a period in which the group sold assets to address financial and strategic pressures. After acquisition by a venture-capital-backed company, the business was renamed Cinema Media, also known by its earlier association with RSA. In 1996, Carlton Communications acquired Cinema Media and established Carlton Screen Advertising. The company became part of a larger broadcasting and media group and developed into a significant cinema advertising operator. Carlton Communications merged with Granada plc on 2 February 2004 to form ITV plc. Following the merger, the Carlton name was progressively removed from other parts of the combined group's businesses, although Carlton Screen Advertising continued to operate under that identity for several years. By the mid-2000s, the cinema advertising market was facing a difficult trading environment. The business also operated under increasingly demanding commercial arrangements with cinema exhibitors. ITV subsequently decided to concentrate on its core assets and sell the cinema advertising operation. In mid-2008, the UK and Irish activities were separated. Cineworld Group and Odeon Cinemas acquired a 65% majority stake in the UK business, while the Irish operation remained distinct. The UK business was rebranded Digital Cinema Media on 1 January 2009. The Irish operation continued to use the Carlton Screen Advertising name and remained wholly owned by ITV until May 2009. It was then sold to an Irish media group, with media entrepreneur Dermot Hanrahan becoming chairman. The company retained its Carlton branding and its on-screen ident until March 2014. On 6 March 2014, Carlton Screen Advertising relaunched as Wide Eye Media. The rebrand was supported by an investment reported at €2 million and reflected the transition from 35mm film-based advertising delivery to digital cinema technology. The company stated that the new digital system would be used across 643 screens in Ireland. Wide Eye Media's brand language emphasized the sensory experience of cinema, including the slogan “See it. Hear it. Feel it.” In July 2015, the parent company of Wide Eye Media acquired Pearl & Dean, a London-based cinema advertising company. This transaction connected the Irish and UK operations and created a group with activity in both countries. Contemporary reference material described the two businesses as controlling 28% of the cinema advertising market across Ireland and the UK. Dermot Hanrahan, already chairman of the Irish business, assumed the chairmanship associated with the combined structure. In September 2022, Wide Eye Media was rebranded Pearl & Dean Ireland. The change returned the Irish operation to a Pearl & Dean-branded identity while distinguishing it from the related UK business. The company remains focused on cinema advertising rather than film exhibition or consumer entertainment products. Its service model centers on selling advertising opportunities around cinema screenings and using digital cinema infrastructure to deliver campaigns to audiences in Irish cinemas. The available reference material does not specify a current chief executive, a precise headquarters address, a public listing, or a separate corporate website. It identifies Mepro Limited as the legal entity trading as Pearl & Dean Ireland and SGO Products Ltd as its owner.
- 2022
Wide Eye Media is rebranded Pearl & Dean Ireland
[1]The Irish cinema advertising operation adopted its current Pearl & Dean Ireland name.
- 2015
Pearl & Dean is acquired by the Irish group's parent
[1]The parent of Wide Eye Media bought London-based Pearl & Dean, bringing the Irish and UK cinema advertising businesses under related ownership.
- 2014
Carlton Screen Advertising becomes Wide Eye Media
[1]The company launched the Wide Eye Media identity alongside investment in digital cinema advertising technology.
- 2009
Irish operation is sold by ITV
[1]The Irish business was sold to an Irish media group, with Dermot Hanrahan becoming chairman.
- 2008
UK and Irish operations are separated
[1]The UK and Irish cinema advertising operations were separated during the disposal and restructuring of Carlton Screen Advertising.
- 2004
Carlton Communications merges with Granada
[1]Carlton Communications merged with Granada plc to form ITV plc, placing Carlton Screen Advertising within the new ITV group.
- 1996
Carlton Communications establishes Carlton Screen Advertising
[1]Carlton Communications acquired Cinema Media, the successor to Rank Screen Advertising, creating the Carlton Screen Advertising operation.
Products and positioning
A specialist Irish cinema advertising company positioned around the high-impact, audiovisual and immersive qualities of the cinema environment.
Advertising services · 1996
Cinema advertising
The company's core service is the sale and delivery of advertising shown in cinemas before film screenings. This format uses the cinema auditorium's large screen, sound system and captive audience to deliver audiovisual campaigns. The business can support advertisers seeking broad Irish coverage as well as campaigns targeted to particular cinema locations or audiences.
Advertising technology and delivery · 2014
Digital cinema advertising
Following the 2014 Wide Eye Media relaunch, the company emphasized digital delivery in place of 35mm film-based advertising. Digital cinema infrastructure enabled advertising material to be distributed and shown across a large network of Irish screens, supporting more flexible campaign operations and modern pre-show advertising reels.
Brand decisions
2022
Rebrand to Pearl & Dean IrelandStrategyBackground
The Irish operation had operated under the Wide Eye Media identity since 2014, while its related UK business used the Pearl & Dean name.
Action taken
Wide Eye Media adopted the Pearl & Dean Ireland brand.
Aftermath
The rebrand aligned the Irish operation with the Pearl & Dean group identity while retaining a distinct Ireland-focused name.
2015
Acquisition of Pearl & DeanM&ABackground
The parent of Wide Eye Media sought to connect its Irish cinema advertising business with a complementary UK operation.
Action taken
The parent company acquired the London-based Pearl & Dean cinema advertising business.
Aftermath
The related businesses became active across both Ireland and the UK and were reported to represent 28% of the cinema advertising market in those two countries.
2014
Investment in digital cinema advertisingStrategyBackground
The company was operating in a cinema advertising market moving away from physical 35mm delivery and toward digital distribution.
Action taken
As part of the Wide Eye Media rebrand, the business announced an investment reported at €2 million and planned to use digital technology across 643 Irish cinema screens.
Aftermath
The change supported the company's repositioning around a modern, multisensory cinema advertising proposition.
Reported investment. €2 million (2014)
Recent events
- 2022
Wide Eye Media adopts the Pearl & Dean Ireland name[1]
Leadership change
Wide Eye Media was rebranded as Pearl & Dean Ireland, aligning the Irish operation with the Pearl & Dean identity used by its related UK cinema advertising business.
- 2015
Wide Eye Media parent acquires Pearl & Dean[1]
M&A
The parent of Wide Eye Media purchased the London-based Pearl & Dean cinema advertising business, linking the Irish and UK operations under common ownership.
- 2014
Carlton Screen Advertising is rebranded as Wide Eye Media[1]
Other
The Irish cinema advertising business introduced the Wide Eye Media identity as part of an investment in digital cinema advertising technology and a broader repositioning of its service.
Sources1 sources
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