Weischer.Cinema strengthens its moving image expertise

WEISCHER.CINEMA SETS THE COURSE FOR THE STRATEGIC ADVANCEMENT OF ITS CINEMA BUSINESS. DIMITRI HERBER JOINS THE MARKETING TEAM AND WILL FURTHER STRENGTHEN THE ROLE OF CINEMA IN THE MOVING IMAGE MARKET.

Weischer.Cinema continues to expand its leading position in the market. After consistently optimizing its media and product expertise in recent years, the company is now placing a stronger focus on strategic marketing. As of 1 January 2026, Dimitri Herber will join Weischer.Cinema. He will contribute to making cinema as a medium even more visible in the market. In his role as Managing Director Marketing, he will be responsible for strategic marketing as well as product development within the cinema business.

With this appointment, Weischer aims to strengthen the position of cinema in the moving image market. “We want to actively shape the development of this medium and further expand its role as the most effective environment for brand building within the moving image mix,” says Stefan Kuhlow, CEO of Weischer.Cinema. “Dimitri knows the media business inside out, from the agency perspective as well as from the viewpoint of advertisers. This enables him to professionally assess the strengths of cinema as a medium and represent them in the market.”

Herber joins from Warsteiner Brauerei Haus Cramer, where he has been Head of Media & Digital Marketing since January 2023. Prior to that, he was responsible for global media and digital strategy at the Bahlsen Group, worked at IKEA as Country Media Specialist, and began his career at the media agency Mindshare. Until the end of 2025, he was also a board member of OWM, the German Association of Advertisers within the Markenverband.

“Cinema stands for impact, emotionality, and social relevance and is therefore more relevant as a medium than ever,” says Dimitri Herber. “I am very much looking forward to sharpening the positioning of Weischer.Cinema together with the team and firmly anchoring the role of cinema in the moving image mix of the future.”

© Photo: OWM/33Sieben