M&M’S Taps Cinema as Brand Storytelling Platform with Year-Round Strategy and Exclusive Takeover of Screenvision’s Front + Center Preshow
NEW YORK, N.Y. – Screenvision Media, a national leader in delivering comprehensive premium video advertising and content representation services for top-tier cinema exhibitors, today announced a collaboration with M&M’S and Universal Studios, leveraging the full power of the big screen to launch a custom takeover of Screenvision’s Front + Center preshow in advance of Jurassic World Rebirth, debuting in theatres nationwide on July 2.
“This partnership reinforces cinema as an essential platform for advertisers looking to connect with audiences in a high-impact, emotionally engaging and distraction-free environment,” said Kevin McGaw, Screenvision Senior Vice President & Head of Marketing. “M&M’S understands that cinema delivers predictable cultural moments, and Screenvision is proud to partner with the brand by tapping into one of the most anticipated films of 2025. M&M’S isn’t just advertising in cinema—they are activating within the moviegoing experience in a way that deepens engagement and builds brand affinity.”
The unique partnership includes a custom content experience integrating M&MS organically into the moviegoing environment, ensuring maximum visibility and impact:
- Talent-Hosted Preshow – Stars from Jurassic World Rebirth welcome audiences, preview the exclusive studio content and conclude the preshow.
- Cinematic Preshow Integration – M&M’S is seamlessly woven into the preshow open, trivia segments and closing, reinforcing the brand’s connection to the moviegoing experience.
- Exclusive Behind-the-Scenes Content – Audiences get an inside look at Jurassic World Rebirth, making M&M’S the gateway to highly anticipated content.
- Engaging Interstitials – Three custom thematic trivia interstitials keep audiences engaged while ensuring brand presence in an entertainment-first format.
- Premium Ad Placement – M&M’S creative is positioned in the prime premium slot, ensuring its message is seen in the most impactful way possible.
- Custom Courtesy Message – A unique, branded “Silence Your Cellphone” message blends brand storytelling with a practical, audience-first reminder.
The takeover will run across Screenvision’s network from June 9-July 6 prior to PG-13 titles such as
Mission: Impossible; Karate Kid: Legends; M3gan 2.0; F1:The Movie and the opening weekend of Jurassic World Rebirth.
“Working with Mars and Universal, Screenvision was able to craft a multi-layered, immersive approach that showcases how brands can move beyond traditional advertising,” added McGaw. “By embracing cinema’s cultural power, brands can capture attention—creating a deep, memorable connection with moviegoers at scale, during the exact moment when the audience is most engaged.”
About Screenvision Media
Headquartered in New York, N.Y., Screenvision Media is a national leader in delivering comprehensive advertising and content representation services for top-tier cinema exhibitors The Screenvision Media cinema advertising network includes nearly half of all measured cinema admissions, comprising 14,000 screens in 2,300 theatre locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 7 of the top 10 exhibitor companies.
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