It takes many cast and crew to make a blockbuster, and cinema advertising company Digital Cinema Media also recognises diversity as the secret of its success.

The London-based company, dating back more than 80 years to the golden age of cinema, represents around 80 per cent of the market. It's responsible for 3,500 screens at 500 sites – big-name chains and independent cinemas.

Digital Cinema Media – now a joint venture between Cineworld and Odeon – has fought back against the impact of COVID-19, generating 'unprecedented sales' and seeing its team double in size over the past 12 months.

And for the business, an inclusive workplace 'doesn't just mean having a diversity of people present'; it means having them 'deeply involved, developed, empowered and trusted by the company.'

The CEO and leadership team are hands-on, taking a keen interest in what motivates staff, what support they need and how they can develop. They host weekly meetings and coffee catch-ups to seek honest feedback. And there's a monthly breakfast – an opportunity for the CEO to learn more about each team member.

With team members who were once police officers, teachers and estate agents, Digital Cinema Media welcomes talented individuals into the fold, whatever their backgrounds.

Under the government's Kickstart programme, four young people at risk of long-term unemployment are now permanent team members. Through the 'Back to Business Ship' initiative, the company has welcomed two women creatives returning to the industry. And it's partnering with Media for All to support Black, Asian and minority ethnic talent.