Screenvision Media announced during its annual Upfront presentation a series of never-been-done-before guarantees on incremental reach and positive business outcomes for advertisers' 2025 media plans.
"The increasing strength of moviegoing, which remains the number one in-person activity in the U.S. with an annual audience of 900 million, is simply unprecedented.” said Christine Martino, Screenvision chief revenue officer. “Cinema delivers six times more live fans than professional sports and ten times the combined audiences of all concerts attended in 2023. Against this incredible backdrop, Screenvision is making a bold statement by doing what no one else is doing in media – guaranteeing incrementality, while doing what no one else is doing in cinema – guaranteeing campaigns on any measurable business outcome."
During a memorable evening that included a conversation with award winning actor Alec Baldwin and a performance from Fitz and the Tantrums, Screenvision's Upfront presentation to brand partners highlighted how adding cinema to a media plan has been proven to deliver on average eight percent unduplicated reach, along with the ability to increase sales, visitation, web traffic and other business goals that matter most to advertisers.
Screenvision's new guarantees were backed by three key announcements:
Introduction of Screenvision Amp: An innovative offering that combines Screenvision's first- and second-party data along with moviegoer information into a proprietary suite of digital solutions designed to amplify a brand's message before, during and after the feature presentation. Shoppable QR codes, mobile and CTV retargeting, the largest programmatic cinema capabilities, and a deep social influencer network are among the numerous capabilities that Screenvision Amp provides advertisers.
Breakthrough Research and Measurement Tools: In Screenvision's ongoing effort to provide advertisers with access to the most attentive audience in media, the company continues to collaborate with partners like Adelaide Metrics, integrating its innovative Attention Unit score into media deals. This unique metric, predicting advertising outcomes across all funnel stages, highlights the effectiveness of cinema advertising with a benchmark AU score of 71—significantly higher than other media. Starting in 2025, all upfront plans will include an AU score, further enhancing the transparency and effectiveness of cinema advertising campaigns.
In Focus Bespoke Content Partnerships: A new opportunity for brands to exclusively align their message with the magic of Disney, reaching millions of moviegoers across Screenvision's robust cinema network. This unique sponsorship, which runs during Screenvision's Front & Center Preshow, places a brand in the spotlight alongside Disney's upcoming films. The Disney relationship builds on Screenvision's existing partners that include creative alignment with Hartbeat Media, Tribeca Studios and TikTok.
"In addition to these remarkable guarantees, Screenvision advances to 2025 as an industry leader in post-published showtime inventory as theatre owners increasingly move advertising messaging closer to showtimes,” said Kevin McGaw, Screenvision senior vice president and head of marketing. “Additionally more of our movie theatre owners are embracing Screenvision's Marquee Positioning – the only post-theatrical ad spot available in cinema. Coupled with the incredible slate of forthcoming films, it adds up to limitless opportunities for our brand partners."