SCREENVISION AND GREYHOUND CREATE AN EPIC ON-SCREEN JOURNEY WITH A CO-BRANDED PROGRAM TIED TO “THE HOBBIT: THE BATTLE OF THE FIVE ARMIES”
Screenvision’s 40 Foot Solutions Directed Creative Programming in Movie Theatres Now
New York, N.Y., DECEMBER 4, 2014 – Screenvision, a leading innovator in cinema advertising, has collaborated with Greyhound, the largest provider of intercity bus transportation in North America, to bring its latest campaign to moviegoers nationwide this holiday season through a unique programming feature tied to the upcoming feature film “The Hobbit: The Battle of the Five Armies,” a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM), opening in theatres December 17. This promotional program marks Greyhound’s first venture into cinema advertising, and includes a co-branded spot featuring imagery from the third and final film in the blockbuster “The Hobbit” Trilogy, as well as a programming block, including trivia, unfolding within Screenvision’s Front and Center preshow.
Screenvision’s creative solutions group, 40 Foot Solutions, oversaw the creative direction and execution of the 30-second co-branded promotional, which began airing in movie theatres nationwide on Black Friday, November 28. View the full spot here. In addition, 40 Foot Solutions produced the 30-second programming block.
“We’re thrilled to be working with Greyhound, putting their brand front and center with moviegoers during one of the busiest movie and travel seasons of the year,” said John McCauley, EVP, CMO & Strategic Alliances, Screenvision. “We’re equally excited to facilitate the partnership with the highly anticipated finale of one of the most storied film series in history, ‘The Hobbit: The Battle of the Five Armies.’ Under the creative direction of our in-house group 40 Foot Solutions, the co-branded spot takes a tongue-in-cheek approach when combining the modern-day transportation powerhouse with the mythical world of Middle-earth.”
“We’re excited to present Greyhound to our customers and prospective customers in a modern and fun way,” said Kim Plaskett, vice president of marketing, Greyhound Lines, Inc. “Cinema advertising allows us to showcase the modern amenities Greyhound now offers in an epic setting, creating a memorable image of Greyhound for the next time they choose to travel.”
As one epic journey ends, yours can begin
The spot begins with gorgeous scenery taken from “The Hobbit: The Battle of the Five Armies,” and points out how in this “world of magic and wonder, where anything is possible, every epic journey is accomplished by walking or riding horses, or riding these things (referencing a giant Elk and Trolls of Middle-earth).” The spot then juxtaposes the two worlds by comparing the journeys of the film’s characters with those of the modern world, “but you don’t live in that world. You live in a world of Greyhound buses. Affordable, comfortable, modern buses. So as one epic journey ends, yours can begin.”
40 Foot Solutions, formed earlier this year, is focused on developing branded content, as well as graphics and animation packages that amplify a brand’s impact and engagement with moviegoers in Screenvision’s Front & Center preshow. Previous highlights include the following content segments and programs: Front & Center at CES with Shelly Palmer, Front and Center at E3 with Jessica Chobot featuring Dell Alienware, Lincoln MKC, truth® with Audience Entertainment interactive gaming technology, SoundHound and Cinema Advertising Council.
Greyhound is the largest North American provider of intercity bus transportation, serving more than 3,800 destinations across the continent. The company also provides Greyhound Package Express (GPX) and charter services. For fare and schedule information and to buy tickets call 1-800-661-8747 or visit the website at www.greyhound.com. For the latest news and travel deals, follow us on Twitter at www.twitter.com/GreyhoundBus, Like us on Facebook at www.facebook.com/GreyhoundBus, follow us on Instagram at www.instagram.com/greyhoundlines, download a high resolution photo at www.bit.ly/GreyhoundBusPhotos, or follow our award-winning blog, The Hound, at http://www.bloggreyhound.com.
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.
ABOUT “THE HOBBIT: THE BATTLE OF THE FIVE ARMIES”
New Line Cinema and Metro-Goldwyn-Mayer Pictures Present a Wingnut Films Production, “The Hobbit: The Battle of the Five Armies.” As with the first two films in the Trilogy, “The Hobbit: An Unexpected Journey” and “The Hobbit: The Desolation of Smaug,” the final film is a production of New Line Cinema and Metro-Goldwyn-Mayer Pictures (MGM), with New Line managing production. Warner Bros. Pictures is handling worldwide theatrical distribution, with select international territories as well as all international television distribution being handled by MGM. The film will be released worldwide on December 17, 2014, with select international territories releasing on December 10, 2014. www.thehobbit.com
Kristen Mueller or Michele Clarke – Olson Engage
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