NEW SCREENVISION CREATIVE GROUP PROVIDES FRESH APPROACH TO OPTIMIZE BIG SCREEN IMPACT
Lincoln MKC, SoundHound and Cinema Advertising Council Among first ‘40 Foot Solutions’ programs
Group’s Creative Portfolio Includes New Preshow, Branded Content and Programming
New York, N.Y., JULY 9, 2014 – Screenvision, a cinema-advertising leader, today officially announced a creative services group to deepen creative content and media opportunities for on-screen advertisers. Called 40 Foot Solutions, the team is focused on developing branded content, as well as creating graphics and animation packages that amplify a brand’s presence in the company’s new Front & Center preshow. In the coming weeks, the group’s work with the Lincoln Motor Company and the all-new 2015 Lincoln MKC small premium utility and SoundHound branded interstitials will be on screen nationwide. Since its inception in January, the group has already completed several creative projects for brands, as well as the re-launch of its preshow and ads for the Cinema Advertising Council.
“As we continue to align with TV and the overall video marketplace, the need and value of robust creative solutions for our advertisers has grown significantly,” said John McCauley, EVP, CMO & Strategic Alliances, who created the unit. “Guided by our exclusive moviegoer insights, 40 Foot Solutions has become a creative, effective and nimble resource in bringing advertisers’ messages front and center to millions of moviegoers every week. With the momentum we have built in the past year, we felt the time was right to more strategically align and activate our creative resources.
“We have exceptional creative leadership, and have unlocked a treasure trove of talent in our Rochester offices, making this an exciting time to offer more to our advertisers. “
Led by VP/Creative Director Matt Arden, a veteran from Turner Broadcasting Creative Services and On-Air Promotions Group, 40 Foot Solutions is well-equipped to go from pitch to concept to execution. “It is an exciting time to be in media with brands looking for more unique and disruptive opportunities that truly connect to an audience,” Arden said. “We have amazing talent in our arsenal with both broadcast and cinema experience, and now we can unleash these resources to react more effectively to our clients’ needs with creative solutions worthy of a 40-foot screen.”
A full 42% of Screenvision’s weekly audience is in the coveted 18-34 age demographic (over 64% A18-49), making Screenvision ad buys a crucial complement to brands’ existing television media schedule. Screenvision’s Front & Center pre-show is one of the few high impact scalable options to reach this highly influential group.
For the launch of Lincoln’s MKC small premium utility vehicle, 40 Foot Solutions has created a unique show part called, ‘Showcase Encore.’ The creative will feature a custom animation of the Lincoln MKC introducing its advertising unit to moviegoers nationwide. This unique media placement will prominently showcase Lincoln at the end of the Front & Center show from July through mid-August.
The 2015 Lincoln MKC is the brand’s first entry in the growing small premium utility segment, and offers many compelling reasons for new customers to consider Lincoln, such as Lincoln Experiences, the all-new 2.3-liter EcoBoost engine and My Lincoln Mobile app. The Lincoln MKC is aimed at a younger, emerging luxury customer who enjoys being engaged in new and exciting ways.
Other projects now underway include branded promos for audio-recognition leader SoundHound; creative for the Cinema Advertising Council’s new “Movies Never Get Old” campaign; and original programming for Screenvision’s Front & Center show highlighting what’s hot at the Electronic Entertainment Expo (E3) hosted by popular gaming personality Jessica Chobot.
Earlier this year, the group produced original Front & Center programming highlighting what was hot at the International Consumer Electronics Show in Las Vegas, hosted by tech expert Shelly Palmer. That show was seen by more than 30 million moviegoers in February and March in Screenvision theatres nationwide.
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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 to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision cinema advertising network is comprised of over 14,200 screens in 2,200+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies. For more information: http://www.screenvision.com.
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