SCREENVISION CROWNS THE “WEEKEND DAYPART”
Impact and Ease of Cinema to Headline Multi-City Upfront Event with Advanced Screening of Marvel’s Captain America: The Winter Soldier
Programs to be Announced with Audio Recognition Leader SoundHound, and Social Video Leaders ENTV and Defy Media
NEW YORK, April 2, 2014 – Screenvision, a national leader in cinema advertising sales, will showcase its “Weekend Daypart” as a high impact and essential complement to TV advertising plans at its annual upfront event at New York’s landmark Ziegfeld Theater. Additional presentations in Chicago, Los Angeles and Detroit will take place tomorrow evening. The company will also reveal programs that extend Screenvision’s advertising impact with audio recognition leader SoundHound and social content programming leaders Entertainment News Television (ENTV) and Defy Media. These announcements will precede an advanced screening of Marvel’s “Captain America: The Winter Soldier,” allowing attendees to enjoy the company’s product in its truest form – through a night at the movies.
These moves continue the company’s efforts to revolutionize cinema advertising. The introduction of Screenvision as the Weekend Daypart reinforces the company’s ability to break through media fragmentation and clutter, demonstrating its national scale and strengths as a powerful complement to TV advertising:
- Scale: 8.5 million weekly attendance, equivalent 4.4 weekly rating among 18-49 year olds
- Weekend Attendance: 70 percent audience delivery occurs on weekends
- Live Impression – CNow: 100 percent unskippable and zero time shifting
- Millennials: 50 percent of audience is between 12-34 years of age
“In this fragmented media marketplace, Screenvision provides something rare – scale, targeting and proven stability. Media strategists and buyers can now find meaningful impact against areas where television advertising under delivers,” said Travis Reid, CEO, Screenvision. “This is cinema’s time. With people going to the movies more than 1.34 billion times in 2013, coupled with the negative effect of fragmentation on other media, we are providing a highly coveted offering in today’s marketplace.”
Screenvision’s scale is the equivalent of a 4.4 weekly rating among the 18-49 audience, placing it among the top 10 TV shows every week. It’s not just scale, it’s also effectiveness in brand messaging. When cinema advertising is paired with TV, there is a 69 percent increase in top-of-mind unaided brand awareness and 49 percent increase in purchase intent.
The Easiest Media Platform to Buy
The benefits of Screenvision cinema advertising extend into the way it is bought and executed. At last year’s upfront, Screenvision revolutionized the way cinema is purchased by fully aligning with TV and video buying processes, delivering demo guarantees, creating seasonal pricing and showparting, and being the only cinema advertising company to post campaigns with Nielsen.
“The strategy we put in place works, providing Screenvision significant momentum and growth in the last year with more than 50 new advertisers,” said Jim Tricarico, CRO, Screenvision. “We’ve established our place in this video-neutral marketplace. As we look forward, we will continue to evangelize that message, as well as tap into industry leaders to enable us to activate advertisers’ key areas of interest – millennials, social engagement and targeting.”
Extending Cinema’s Impact with SoundHound
Screenvision has selected to work with SoundHound, a leading innovator in sound recognition with the world’s fastest music and audio recognition. SoundHound will be integrated into Screenvision’s recently-launched Front & Center preshow. SoundHound’s breakthrough technology will be used to activate advertising and entertainment programming, such as music and trivia, for Screenvision clients. The technology will enable advertisers to connect with moviegoers at the moment of interest, and walk out of the theater with brand messaging on their smartphones for subsequent engagement. SoundHound recently announced ‘Add to Spotify’ – an exclusive feature with Spotify – to further appeal to its youthful (18-34) core demographic.
“We are very excited to start working with Screenvision, as they have clearly demonstrated leadership in engaging with moviegoers,” said Kathleen McMahon, Vice President, SoundHound Inc. “We are looking forward to developing unique and engaging programs for advertisers to further connect with their audience.”
Engaging a Millennial Audience with New Entertainment Alliances
Screenvision will also announce short-form video content partners in Entertainment News Television (ENTV) and Defy Media. It is deepening its relationship with ENTV, a leader in entertainment news, through an integrated media program. Sponsors of ENTV programming will receive extended reach both online and socially through Twitter Amplify. ENTV’s entertainment-focused programming draws top-quality news from respected outlets such as Variety and Deadline, which are part of the extensive and growing portfolio of media properties belonging to ENTV’s parent company Penske Media Corporation (PMC).
“Screenvision has been a great partner, enabling us to showcase our programming and create compelling content for advertisers,” said Michael Davis, General Manager, ENTV, and Chief Video Officer, PMC. “As a next step in our collaboration, we’ll be implementing integrated media opportunities to extend a brand’s association with our content, capturing moviegoers in and out of theaters.”
Defy Media, the definitive media company for the digital generation, formed by the merger of Alloy Digital and Break Media, will be working with Screenvision on short-form custom programming and branded content for the Front & Center preshow. Additionally, the alliance will enable advertisers to create multi-platform programs across the network of Defy properties. Defy’s leading portfolio of brands includes Break, Clevver, Made Man, SMOSH, Screen Junkies, The Gloss, and The Escapist, together reaching over 125 million consumers monthly through owned web, YouTube, mobile, social, and emerging OTT platforms.
“Captain America: The Winter Soldier” will be released nationwide on April 4, 2014.
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. Screenvision provides 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 percent of DMAs nationwide; delivering through more than 150 theatrical circuits, including six of the top 10 exhibitor companies. For more information, please visit www.screenvision.com.
SoundHound Inc. is the leading innovator in sound recognition and search technologies. Its unmatched portfolio of technologies includes the world’s fastest music and audio recognition, the world’s only singing and humming search, instant-response large scale speech recognition systems, and automatic lyrics alignment. The SoundHound mobile application is the only app in the world that enables two distinct sound inputs to be recognized through a single search button. Both recorded music and a hummed query can be identified, delighting users and friends with the magic of capturing a song or finding a song through singing it. SoundHound technologies are deployed globally through carrier, device manufacturer, and automotive partnerships. SoundHound’s applications, available on all major platforms, have been downloaded by more than 185 million users.
ABOUT PENSKE MEDIA CORPORATION (PMC)
PMC is a leading digital media and publishing company founded by Jay Penske in 2004. Today, PMC engages with audiences across the web as well as TV, mobile, print, and social media to reach more than 115 million consumers monthly, according to ComScore. PMC owns a unique and growing portfolio of lifestyle brands that provide the web’s best original content in categories including entertainment, sports, breaking news, media, finance, technology, health, shopping, fashion, beauty, and automotive. Variety, PMC Studios, Movieline, Deadline Hollywood, OnCars, Hollywood Life, ENTV, India.com, BGR, TVLine, AwardsLine, Young Hollywood Awards, The Style Awards, and Breakthrough of the Year Awards are all part of the expanding PMC portfolio. For more information on PMC and its brands, please visit www.PMC.com or its digital properties directly.
ABOUT DEFY MEDIA
Defy Media is the definitive media company for the digital generation, formed by the 2013 merger of Alloy Digital and Break Media. The merger united two companies with strong legacies and expertise in creating influential and culturally significant entertainment properties for 12-34 year old consumers. Defy Media creates some of the most popular content on the Internet under its leading portfolio of brands which includes Break, Clevver, Made Man, SMOSH, Screen Junkies, The Gloss, and The Escapist, together reaching over 125 million consumers monthly through owned web, YouTube, mobile, social, and emerging OTT platforms. The world’s top brands partner with Defy Media to build immersive advertising solutions that deliver unparalleled access to this influential audience. With uniquely integrated capabilities in content development, studio production, distribution, and promotion, Defy Media is built for content delivery in the digital age. The company is further leveraging the power of its creators and brands with extensions into merchandising and both television and feature film, where it is a producer of The Hustle (Fuse), The Devil Inside (Paramount) and The Pete Holmes Show (TBS), among others. For more information, please visit www.DefyMedia.com.
ABOUT MARVEL’S “CAPTAIN AMERICA: THE WINTER SOLDIER”
After the cataclysmic events in New York with The Avengers, Marvel’s “Captain America: The Winter Soldier” finds Steve Rogers, aka Captain America, living quietly in Washington, D.C. and trying to adjust to the modern world. But when a S.H.I.E.L.D. colleague comes under attack, Steve becomes embroiled in a web of intrigue that threatens to put the world at risk. Joining forces with the Black Widow, Captain America struggles to expose the ever-widening conspiracy while fighting off assailants sent to silence him at every turn. When the full scope of the villainous plot is revealed, Captain America and the Black Widow enlist the help of a new ally, the Falcon. However, they soon find themselves up against an unexpected and formidable enemy—the Winter Soldier.
Based on the ever-popular Marvel comic book series, first published in 1941, Marvel’s “Captain America: The Winter Soldier” is produced by Kevin Feige, PGA, directed by Anthony and Joe Russo, from a screenplay by Christopher Markus and Stephen McFeely, and stars Chris Evans, Scarlett Johansson, Sebastian Stan, Anthony Mackie, Cobie Smulders, Frank Grillo, Emily VanCamp, and Hayley Atwell, with Robert Redford as Alexander Pierce and Samuel L. Jackson as Nick Fury.
“Captain America: The Winter Soldier” is presented by Marvel Studios. The executive producers are Louis D’Esposito, Alan Fine, Victoria Alonso, Michael Grillo, and Stan Lee. The film releases April 4, 2014, and is distributed by Walt Disney Studios Motion Pictures.
ABOUT MARVEL ENTERTAINMENT
Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world’s most prominent character-based entertainment companies built on a proven library of more than 8,000 characters featured in a variety of media over 70 years. Marvel utilizes its character franchises in entertainment, licensing, and publishing. For more information, visit www.marvel.com.
 Lieberman Research intercept studies, 2011-2013, various categories/brands.