In July 2008, Cineworld Group and Odeon Cinemas rebranded Carlton Screen Advertising as Digital Cinema Media, acquiring the company in a 50-50 venture; Carlton Screen Advertising's operations in Ireland were spun off and in 2014 would become Wide Eye Media (which is, as of 2022, the Irish branch of Pearl & Dean).

[2] On 7 September 2022, Cineworld, which owned 50 percent of the company, filed for Chapter 11 bankruptcy in the United States.

Upon the original change of image in April 2011, all reels were produced in digital format for all films at cinemas that were capable of showing them.

Following the current trend of the latest films becoming available in digital 3D, DCM announced plans to go down that route with advertising.

[5] In 2015, DCM created controversy when they did not permit the display of a Church of England advert featuring the Lord's Prayer, due to their policies prohibiting religious advertising.

The government's equalities watchdog also voiced alarm, suggesting it undermined "essential British values".

The first ones, which debuted in UK cinemas on 1 October 2008, showed a montage of film images with a cinemagoer, accompanied by electronic music.

By 2011, the previous idents were replaced with an 'illuminated glass' version of the DCM logo and new music, produced by Jump Design.