Calling it a new frontier in cinema advertising Airbnb, the world’s leading community-driven hospitality company, is taking its Live There campaign to theaters this weekend. The split-screen experience debuted during 3D showings of summer blockbusters Finding Dory, Independence Day: Resurgence, and The Secret Life of Pets in the UK only. Moviegoers will have a first-of-its-kind, immersive experience that contrasts standardized mass tourism with the unique moments of travel and authentic experiences only possible while traveling on Airbnb.
Screenvision Media has joined the Digital Place Based Advertising Association, building off the company's upfront momentum and recently announced Connected Cinema initiative. The Connected Cinema experience, announced earlier this month by Screenvision Media at its upfront event, provides the ultimate canvas for brand storytelling. Through new tech alliances, 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.
Allure and Christie Experiential Network have released their data driven analytics solution for advertisers powered by Thinaire’s proximity engagement marketing technology platform. Adding the proprietary Thinaire mobile engagement platform will enable CEN’s animated digital posters and experiential displays to serve as launch pads for dynamic mobile advertising and experience-based marketing campaigns for ad agencies, digital out of home buyers and theater owners. CEN has begun a phased rollout of Thinaire’s mobile consumer engagement capabilities across its fully integrated, DOOH advertising network in theater lobbies in North America.
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.