Screenvision Media today announced the addition of 180 screens from Bow Tie Cinemas and R/C Theatres, pushing the company's new screen count by more than 500 since January.
"As our sector continues its recovery, Screenvision is well positioned to capitalize given our strong partnership from our private equity sponsor Abry Partners, along with our vendors and exhibitor partners," said Screenvision CEO John Partilla. "We are experiencing a resounding advertising revenue rebound. With the strong upcoming fourth quarter slate of films, marketers and agencies are again returning to the unique and differentiating impact of cinema advertising in building their business from brand to demand."
Since the beginning of the year, Screenvision has signed 19 total exhibitor contracts that include 1,900 screens between new and expanded relationships. In addition to Bow Tie Cinemas and R/C Theatres, deals include B&B Theatres, CMX Cinemas, Premiere Cinemas, CEC Theatres and Golden Ticket Cinemas.
"The new exhibitor relationships reflect the confidence shown in our expansive network and the very clear opportunity for Screenvision to drive long term and sustainable growth," said Screenvision chief partnership officer Darryl Schaffer. "Screenvision is uniquely positioned -- now with three of the top five and seven of the top ten exhibitors – to offer brands a platform for capturing consumer attention unlike any other medium."
Bow Tie Management operates 7 theatres and 61 screens in New York, New Jersey, Connecticut, Virginia, South Carolina and Colorado. "As we continue expanding our cinema footprint, Screenvision becomes an invaluable partner to accompany our growth strategy," said Joseph Masher, owner and operating partner, Bow Tie Cinemas.
R/C Theatres will bring 13 theatres and 119 screens, with locations spanning Maryland, North Carolina, Pennsylvania and Virginia. "We selected Screenvision because of the seamlessness of their offering – from the preshow to delivery of the ads," said David Phillips, CFO and COO, R/C Theatres.
Both deals include Screenvision's Marquee Positioning, highly coveted inventory that is typically reserved for high-profile advertisers featuring cinema-quality creative. Recently, brands such as Heineken and Google have utilized Marquee Positioning to showcase their long-form and attention-grabbing spots.