As has been widely reported, Cineworld has closed 23 theatre sites since filing for bankruptcy protection last year and plans more closures. In addition, the theatre chain has indicated that it may sever its ties with cinema advertising company National CineMedia.
More than 65 percent of global media spend is digital and the share is growing year on year. Cinema’s share of digital media budgets has until today been relatively small, but by making digital profiled cinema inventory accessible to the programmatic ecosystem, this is now changing. Late last year, what the Danish media company Cinemataztic says is the first addressable cinema campaign was launched at Nordisk Film cinemas in Denmark for the Nordic telco brand, Telia.
The British cinema advertising company Pearl & Dean has partnered with Black-led art and cultural organization, Underexposed Arts, for a first-of-its-kind photographic cinema campaign called The Next Gen collection. In addition to appearing within the ad reel, the Underexposed Arts creative will feature in selected screens at the end of the Black Panther: Wakanda Forever.
Seedooh has launched what it says is the world’s first independent cinema-based ad verification technology, bringing a new level of transparency to cinema advertising in Australia and New Zealand. This comes at a time when cinema advertising across Australia and New Zealand is experiencing the strongest post-COVID ad spend resurgence of all media. The integration, available from today across Hoyts Cinema locations in Australia and New Zealand, will further extend across Val Morgan’s exhibitor network in the coming months.
The consumer purchase data platform Affinity Solutions and National Cinemedia have unveiled a report that the companies say proves a predictive relationship between in-theater movie experiences and elevated consumer spend. The study entitled Economic Impact Study: Moviegoing as an Indicator of Spend analyzed NCM audiences of more than eight million moviegoers per week and their spending habits.
Virgin Mobile is sponsoring a new, interactive, and immersive brand experience called CineGame that is launching exclusively at Odeon cinemas across Ireland. CineGame is a custom branded game played on the big screen by the cinema audience, through their mobile phone as part of the pre-show.
RosettaBridge Theatre Management System is the cinema’s operational hub, integrating with the cinema’s POS for schedule, creating ShowPlayList from templates to build shows and allowing automated pre-show integration with Everyman’s pre-show advertising provider Pearl & Dean.
Digital Cinema Media and Universal Pictures have joined forces to launch a first-of-its-kind partnership, curating a bespoke LGBTQ+ ad reel to run ahead of Universal Pictures’ new film, Bros, the first romantic comedy from a major studio that features an entirely LGBTQ+ principal cast.
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.
National CineMedia and Spotlight Cinema Networks announced a strategic sales relationship, the Elevate Cinema Network. This collaboration will combine nearly 1,500 premier NCM screens with Spotlight’s existing premier network of more than 1,200 screens to bring Elevate’s network to 2,700 blue chip screens available for cinema advertising through Spotlight. Elevate will provide unprecedented reach and recall to brands targeting the upscale, educated, adult demographic with disposable income.
