On-screen advertising prior to film screenings is a standard way for cinemas to generate extra revenue.
The main UK contractors of on-screen cinema advertising are Digital Cinema Media (DCM) and Pearl & Dean. These companies represent various cinemas across the UK selling screen space to potential advertisers.
The Cinema Advertising Association (CAA) is the trade association of cinema advertising contractors operating in the UK. One of its functions is to monitor and maintain UK standards of advertising exhibition.