Screenvision Media hopes to interest advertisers in a soup-to-nuts approach to reaching movie fans with a barrage of announcements today unveiling what it calls its “Connected Cinema” initiative.
The No. 2 movie ad sales company says that new alliances with MovieTickets.com, Timeplay, EdisonX and Branded Entertainment Network will help advertisers to connect with fans from the moment they look for a film to after they leave the theater.
It’s “sort of a reboot that’s eight-to-10 months underway,” CEO John Partilla tells me. This time last year Screenvision was recovering from its aborted merger with its larger competitor, National CineMedia. Partilla took charge in late 2015. Since then, the company has “gone under the hood to look at our business with fresh eyes.”
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The arrangement with MovieTickets.com will enable Screenvision to package and sell video and other ads on the ticketing site, as well as on Hollywood.com.
An alliance with Timeplay will open opportunities for advertisers to put their messages into interactive games that audiences will use their mobile phones to play in theaters before a movie begins. Some 1,000 screens should have the capability by January.
Advertisers who buy time in Screenvision’s Front & Center pre-show also will be able to insert themselves into feature films as part of a deal with product placement company Branded Entertainment Network.
The ad sales company says it has a “renewed alliance” with Shazam, to create branded Shazam Sessions that Screenvision says “will give brands the opportunity to align themselves with top musical artists for creation of on-screen content.”
And when a movie is over, audiences will be able to buy related merchandise — including licensed products, DVDs, and soundtracks — via a partnership with EdisonX to create a virtual “Movie GiftShop.”
ComScore has an “exclusive product” to help advertisers decide how to target their messages, and then track whether people exposed to the promotions become buyers.
In April, Screenvision hired British ad executive Sir John Hegarty to be its Creative Chair In Residence. He’ll work with its content studio, 40 Foot Solutions, to “provide creative counsel and direction for key advertisers.”
The company’s studio will work with actor/producer Greg Grunberg’s Bandwagon Media to develop a series, Movie Nights, that follows the lives of five young actors who go to the movies every Friday. Advertisers can “integrate into the episodes as the sixth character and create a running theme or storyline across the series,” Screenvision says.
The initiatives should be ready by Q4, Chief Revenue Officer Katy Loria says. She expects the upfront market to be “healthy” with buyers looking at cinema as a “strong option.” One reason: Nielsen’s Total Media Fusion data for its new Nielsen Media Impact product will enable buyers to compare the impact of movie theater messages vs TV, online, and print.
Screenvision’s ad network reaches 14,300 screens at more than 2,300 theaters in all states.
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