Screenvision Media has announced that State Farm and Kraft Heinz will be the sole sponsors of its summer drive-in movie series. Screenvision's drive-in advertising network spans 200 theaters, the largest in the country. "Screenvision is fortunate to have approximately two thirds of all US drive-ins in our network," said Katy Loria, Screenvision's chief revenue officer. She said the network also includes a growing number of pop-up drive-ins.
"Drive-in theaters are experiencing a revival, providing movie lovers with both a sense of normalcy and nostalgia during the global pandemic," said Christine Martino, Screenvision executive vice president, national ad sales. "We are proud to welcome these two renowned national brands to the big, outdoor screen with a rare and complete share-of-voice, while supporting an exciting new entertainment experience for families across the country."
"Working with Screenvision allowed State Farm to expand our in-cinema advertising to drive-ins, while delivering important support to local theater owners in communities nationwide," said Matthew Coleman, marketing director, State Farm.
"Both drive-in theaters and our Kraft Heinz brands bring people together through quintessential American family experiences," said Magen Hanrahan, Kraft’s vice president of media & marketing services. "We are excited that so many of our iconic brands from Heinz Ketchup, Ore-Ida and Kraft Singles to Bagel Bites, Kraft Mac & Cheese and Planters, will be part of families spending time with their loved ones through fun drive-in movie nights."
As movie theaters begin opening across the country, Screenvision Media's drive-in platform augments its existing network of more than 2,400 theatres, offering a complement for advertisers to continue connecting with a highly engaged movie-going audience.
State Farm will serve as the presenting sponsor, while Kraft Heinz will sponsor the intermission between double features. Drive-in specific creative was developed by Screenvision's in-house creative studio, 40 Foot Solutions.
Moviegoers will enjoy State Farm branded welcome messaging and drive-in specific trivia, along with long-form content. Kraft Heinz will activate multiple brands as part of intermission programming, including games, branded trivia and custom interstitials.
Screenvision Media https://screenvisionmedia.com/