The BBC has been using the four-minute slot since November 2007, having invested in it to target youth audiences.
The broadcaster has used the slot to promote its entire range of programming, including its radio output, as well as raise awareness of its iPlayer service.
Shows featured by the BBC in the slot have included Doctor Who, The Mighty Boosh and Merlin. It also promoted its CBeebies channel during screenings of family films and ran an audio-only ad to push Radio 1's The Chris Moyles Show. The broadcaster's full portfolio of radio stations was promoted to raise the profile of the range of music it offers and its presenters.
The pre-roll slot runs before all films across DCM's 2300 screens at 420 sites in the UK. Other advertisers to have used the spot in the past include Mini and Virgin Media.
The BBC's current deal includes all Odeon, Empire and Cineworld Cinemas, which account for 77% of all UK cinema screens. DCM is now looking for an advertiser to replace the BBC.
Cinema is benefiting from increased admissions during the downturn. According to the Cinema Advertising Association, admissions grew 1.1% year on year in 2008. Admissions for summer 2008 were at their highest for 40 years.
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