At the start of National CineMedia’s fifth annual upfront event at the AMC Lincoln Square movie theater on Wednesday, the company’s new CEO, Andy England, posed a rhetorical question: “Why do Millennials love the movies?” The answer, he said, is that “opening weekend for movies are, by definition, culturally relevant. Millennials want to see films as they are released because it puts them in the know. It gives them social currency. Having a point of view on Deadpool or the Jungle Book, or being excited about Bad Moms, is to be part of the narrative or to be woven into the fabric of popular culture.”
Recently rebranded Screenvision Media has rolled out the Connected Cinema experience, which the company says provides the ultimate canvas for brand storytelling. Through new tech alliances with MovieTickets.com, Timeplay, Shazam, EdisonX and Branded Entertainment Network, Screenvision Media is extending and harnessing the unrivaled impact of cinema’s premium video with the ability to engage with consumers before, during and after their movie-going journey. The announcement was officially made at the company’s Upfront event at the Skylight at Moynihan Station.
Screenvision has announced that Sir John Hegarty will join Screenvision Media as Creative Chair in Residence, an industry first, starting in May. Hegarty is one of the highest-acclaimed creative visionaries in the industry and brings to Screenvision Media more than five decades of creative insight and a shared passion for compelling storytelling.
Christie has signed an exclusive deal with National Amusements to deliver digital in-theatre advertising and promotional content through its Christie Experiential Networks displays in theatre lobbies throughout the exhibition leader’s U.S. circuit. The agreement is the latest in CEN’s expansion across North America.
Bob Lord, former president of AOL, has been elected to Screenvision’s board of directors. Lord brings more than a decade of digital leadership experience with an emphasis on emerging media, technology and data – all key areas of focus for Screenvision to expand its impact for advertisers.
Screenvision is working with Penske Media Corporation’s @hollywood to give audiences nationwide access to the Vaseline Celebrity Lounge at the Sundance Film Festival. Celebrity interviews were distributed digitally through HollywoodLife.com January 21-25. A special feature will run in Screenvision theaters February 5-18.
The growth of technology in modern society has presented manyopportunities for theater owners, movie studios and brands to augment the movie theater experience with interactive games, targeted pre/post-show ads, and other campaigns that can be delivered to mobile devices. The collaboration between Mobiquity Networks and Screenvision will bring beacons to both the lobby areas and individual theaters, and will also leverage Mobiquity Networks’ existing beacon networks in 475-plus premier US shopping malls. Mobiquity will provide the campaign management platform to administer activity across the network.
National CineMedia has partnered with Strata, makers of media buying and selling software, to allow agencies to buy cinema advertising in the spot marketplace for the first time. NCM’s FirstLook pre-show inventory is now available to Strata’s client base of over a thousand agencies.
Fandango and National CineMedia announced today a new strategic relationship that will bring Fandango’s original video content to the big screen nationwide as part of NCM’s FirstLook, cinema advertising pre-show. The deal will also exclusively provide NCM with a select aggregated set of Fandango’s moviegoer demographic data, which NCM will combine into its broader data management platform, enabling more effective in-theater advertising and content targeting for NCM’s marketing partners.
Last Friday, September 25th, digital cinema history was made and the course of cinema advertising and marketing changed forever, with the release of a 60-second commercial promoting the United Nations’ Global Goals initiative. The upbeat ad, titled #WeHaveAPlan, was animated by Aardman Animations, directed by Sir John Hegarty and narrated by Liam Neeson and Michelle Rodriguez with music from Peter Gabriel. The ad was mixed in Dolby 5.1 and Dolby Atmos immersive sound technology, and mastered and distributed to more than 30 countries in all cinema formats by Unique Digital. It was the first global cinema ad ever distributed and was done on behalf of SAWA the Global Cinema Advertising Association. In the U.S the ad will run on the networks of Cinema Advertising Council members National CineMedia, Screenvision and Spotlight Cinema. The ad premiered in New York’s 42nd Street AMC Empire prior to its worldwide exhibition and will continue running around the world for a year.