U.K. screen advertising company Digital Cinema Media has inked a deal with exhib chain Vue Ent. to provide on screen advertising for their theaters.

Deal, which covers all 68 Vue sites in Blighty, is effective from Jan. 1, 2011, when the exhib’s contract with rival operation Pearl & Dean expires.

Vue reps about 23% of the exhibition market in Blighty.

DCM is a joint venture between two of the three largest exhibs in Blighty, Cineworld and Odeon.

Since the deal, Cineworld, the only quoted cinema group in Blighty, has seen shares rise by 3% and is currently trading at 196.75 pence (3.027 cents) per share.

Steve Wiener, CEO of Cineworld, said the group anticipates DCM “benefiting from economies of scale over the mid to long term.”