However the high purchase price and the increasingly onerous terms of business with the cinema exhibitors led to its eventual sale by ITV to Cineworld and Odeon.

A tough advertising climate in the mid-2000s saw it struggle to make a profit and it was sold on when ITV made the decision to focus on core assets.

[6] In July 2015, the parent of Wide Eye Media purchased London based Pearl and Dean, with Dermot Hanrahan assuming the position of Chairman.

The closing ident at the end of the advertising reel would simply display the Carlton star with its flames fizzling out into smoke.

[8] The Carlton idents were also rather similar to a former cinema commercial for Levi's Jeans produced by Bartle Bogle Hegarty which used the same branding imagery.