of its Irish cinemas under the Odeon brand during 2012; the first rebranded cinema reopened on 27 March 2012. In February 2007, the UK became home to Europe's first DCI-compliant fully digital multiplex cinemas with the launch of Odeon Hatfield and Odeon Surrey Quays (in London), with a total of 18 digital screens. In 2007 Odeon acquired ten cinemas in Italy. It is now the largest cinema chain in Europe. In March 2012, the Odeon and UCI Cinemas Group under Terra Firma's control reported a £70 million loss for the year 2011, as posted on Companies House. In 2015, Terra Firma announced that it planned to sell Odeon and UCI Cinemas for around £1 billion. In April 2015, the company agreed to sell its cinemas in Gerrards Cross, Esher, Muswell Hill and Barnet to its smaller rival Everyman Cinemas for £7.1 million. In July 2016, the company was bought for $921 million by the American company AMC Theatres, which is owned by Chinese conglomerate Wanda Group. The deal received approval from the European Commission on 17 November 2016, and was completed on 30 November 2016. In 2018, AMC Theatres bought Norwegian chain SF Kino and renamed it Odeon Kino. On 17 March 2020, Odeon closed all of its theatres due to the ongoing COVID-19 pandemic. On 11 December 2020, Odeon revealed they were losing $125 million a month due to the closure, and that the emergency funds that had been provided were running out. Ban on Universal Pictures films On 29 April 2020 Odeon Cinemas announced a ban of all films distributed by Universal Pictures after the latter announced that it would skip releasing some films in cinemas and distribute them directly on streaming and on demand services. Adam Aron, chief executive of AMC Theatres, said that the ban would apply to all 1,000 outlets worldwide after the coronavirus lockdown. Rank Screen Advertising They also ran their own advertising company, called Rank Screen Advertising, in competition with the UK market leader Pearl & Dean, which it eventually overtook. Rank Screen Advertising was later rebranded as Cinema Media before being taken over by Carlton Communications and became Carlton Screen Advertising. In 2008, Odeon, along with rival chain Cineworld, bought back the company and today it is known as Digital Cinema Media. Services The company operates a website and mobile apps for iOS and Android, allowing customers to book tickets in advance