DISNEY CHANNEL WORKS WITH SCREENVISION FOR NETWORK’S FIRST CINEMA ADVERTISING VENTURE
New York – (May 28, 2008)
Screenvision, a leader in cinema advertising, has entered into an agreement with the Disney Channel to help promote the cable network’s upcoming original movie “Camp Rock,” starring teen pop sensations the Jonas Brothers. Through the deal, a 30-second spot for the highly-anticipated TV movie will run in Screenvision’s Premium Pod™. Only Screenvision offers this ad placement right before the previews. The ad began May 23rd and will run through June 19th before all G and PG rated films, including such anticipated summer blockbusters as “Chronicles of Narnia: Prince Caspian” and “Kung Fu Panda.” The “Camp Rock” campaign marks Disney Channel’s first foray into cinema advertising.
Screenvision’s cinema advertising network is comprised of more than 14,000 screens across 2,300 theatres nationwide and reaches 92% of U.S. DMAs. Screenvision produces the only host-format entertainment preshow in the cinema advertising industry, which airs across Screenvision’s High Definition digital network of approximately 7,000 screens.
“We’re thrilled that Disney Channel is working with us to help promote ‘Camp Rock’ and have chosen to run their spot in our Premium Pod,” said Michael Chico, executive vice president, sales and marketing, Screenvision. “Through our Premium Pod we’re able to offer marketers such as Disney Channel, prime advertising real estate, with the maximum exposure possible in cinema in terms of available audience for viewing. This is a great way for Disney Channel to first experience the power of cinema advertising.”
Debuting on Disney Channel June 20, “Camp Rock” centers on a teen girl named Mitchie Torres who desperately wants to spend her summer at a prestigious rock camp, but can only attend if she works in the kitchen as one of the cooks. When she’s overheard singing – but not seen – by a teen pop star at the camp, he is completely taken and sets out to find the girl behind the beautiful voice. But first she must confront her fears, step out of the kitchen and into the spotlight.
Added Richard Loomis, Senior Vice President, Marketing and Creative, Disney Channel: “‘Camp Rock’ is a huge priority for the network and in order to maximize the reach of the targeted kids and tween audience during the summer timeframe, we will reach them in one of the main places they will be – at the movies. With Screenvision’s Premium PodTM, we feel we are best able to optimize our advertising in cinema.”
Screenvision’s new deal with Disney Channel follows other successful partnerships the cinema advertising leader has forged with top television brands including: MTV, ABC Family, ABC Network, E!, Fox Home Entertainment, HBO and Showtime Networks.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. In the U.S., the Screenvision cinema advertising network is comprised of over 14,000 screens in 2,300 theatre locations across all 50 states and 92% of DMAs nationwide and delivers more than 550 million consumer impressions annually through 150 theatrical circuits, including 12 of the top 15 exhibition companies. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK’s largest commercial television network, and Thomson (Euronext Paris: 18453; NYSE: TMS), a global supplier of technology, services, and systems to the media and entertainment industries. For more information: http://www.screenvision.com.
ABOUT DISNEY CHANNEL
Disney Channel Worldwide represents the most successful portfolio of kids’ channels in the world. Comprised of 27 Disney Channels, ten Playhouse Disney Channels and nine Toon Disney Channels, and through a strategic partnership with Disney ABC International Television for the distribution of Disney-branded blocks of kids’ programming across the globe, Disney Channel Worldwide reaches more than 600 million viewers in over 100 countries in the U.S., Europe, the Middle East, Asia Pacific, Latin America and South Africa. Disney Channel properties continue to rapidly expand into new markets across the world, playing a key role in introducing the Disney brand to new consumers.
For more information regarding Screenvision, contact:
Jeffrey Klein/Jason Gellar
Dan Klores Communications