At its sixth annual upfront event at the AMC Lincoln Square movie theater in New York, National CineMedia announced plans to re-imagine its cinema pre-show and launch new digital channels for movie audiences.
There’s a reason why the classic Warner Bros. film Casablanca has remained one of the world’s favorite movies for more than seventy years. There’s also a reason why, for more than a century, people the world over have loved countless other Hollywood films: movies are magic. And, there’s a reason – more than one in fact – why advertising in cinemas is so effective. Movies connect with us in very emotional ways and leave memories that can last a lifetime. Which was, in essence, the case that Screenvision Media made in its Upfront presentation last week: content in a darkened theatre on the big screen creates memorable impressions.
Coming off a record year of growth, Screenvision Media has promoted three top executives in its national ad sales and business operations departments. They include: Christine Martino to executive vice president, national ad sales; Andrew Gyves to senior vice president, national ad sales, Eastern Region; and Ryan Barker to vice president, business operations.
National CineMedia has partnered with Mediaocean, the leading software provider for the advertising world, to enable agencies to execute convergence buys with NCM’s premium video cinema advertising inventory and Spot TV.
National CineMedia has named Lawrence Snapp to the new role of senior vice president of corporate development and chief digital officer. A Microsoft and digital transformation veteran, Snapp joined NCM in September as senior vice president of corporate development and will lead NCM’s newly formed digital products team focused on delivering innovative consumer experiences and new ways for brands to connect with movie audiences as chief digital officer.
Coming off of a record year for the movies, the U.S. cinema advertising industry continues to thrive and reinforce its position as the ultimate premium video offering, with revenue topping $750 million for the first time. The Cinema Advertising Council said 2016 revenue increased 5.8 percent year-over-year, with revenue among CAC members climbing to $758,320,000, up from $716,436,000 in 2015.
National CineMedia has strengthened its network with the addition of five new affiliate partners, adding 71 new theaters, 533 screens and approximately 20 million attendees to its national theater network, enabling it to better compete in the broader premium video marketplace. The newest theatres in the NCM network include: Bow Tie Cinemas, Cinergy Entertainment Group, Main Street Theatres, Megaplex Theatres, and MJR Digital Cinemas.
Screenvision Media will be the first customer for Sito LABS (Location Audience Behavioral Sciences), a data as a service mobile marketing platform to help marketers analyze and target consumers. Through Sito LABS, marketers can use Sito Mobile’s location-based data to access enhanced behavioral data and analytics about custom audiences and locations.
Movio has signed a data licensing agreement with Screenvision Media for access to the Movio Media platform, which aggregates moviegoer data to provide film distributors, studios and screen advertisers with audience insights as well as targeted, cost-effective campaign solutions. More than 14 million active U.S. moviegoers are profiled within Movio Media, from 33 percent of North American screens of the large cinema circuits or cinemas with more than 20 screens.
Targeted at premium art house theatres, Screenvision Media’s new network Screenvision Select launched in theaters this past fall within the top domestic markets across the country.