SCREENVISION PARTNERS WITH DAFFY’S FOR EXCLUSIVE LIVE IN-THEATRE AD CAMPAIGN AT THE ZIEGFELD THEATRE
New York, NY – (Oct. 26, 2009)
Cinema Ad Leader Bolsters Innovation and Interactivity with Surprise Live Dance Performances and Video Experience
Campaign Includes Taping of Live Performances for Exclusive In-Cinema Spot Set to Launch Timed to Thanksgiving Across Screenvision Network
New York, NY (October 26, 2009) – Screenvision, the leading innovator in cinema advertising, has teamed up with retailer Daffy’s for an exclusive, interactive live in-theatre advertising campaign. The surprise live “Fitting Dance” commercial featuring dancing models debuted on October 23rd and 24th at New York’s famed Ziegfeld Theatre with one additional day of performances taking place this week. The campaign also includes a taping of the one of the live ads that will be used for an exclusive in-cinema 30-second spot also entitled “Fitting Dance,” set to hit theatres throughout the Screenvision network timed to Thanksgiving 2009.
The Daffy’s performance was featured during Screenvision’s Premium Pod™ segment of its digital preshow. Only Screenvision offers this ad placement right before the previews.
“With the Daffy’s campaign, Screenvision continues to provide compelling in-cinema advertising opportunities that allow advertisers to target specific audiences through unique, interactive capabilities,” said Michael Chico, Executive Vice President, Sales and Marketing, Screenvision. “As we continue to cultivate our cutting-edge network and create more interactive ventures, advertisers can look to Screenvision for further opportunities to captivate moviegoers and complement their campaign across key demographics.”
Added Will Bracker, Director of Marketing at Daffy’s, “Working within Screenvision’s preshow allowed us to reach our consumers in a truly ground-breaking fashion that actively connected with them beyond the screen. By watching the advertising come to life before their eyes, moviegoers are able to relate to the thrill of shopping at Daffy’s in an entertaining way that will stay with them even after they leave the theatre.”
The live spots featured many original elements which began with audiences were treated to a pre-recorded spot featuring models in a Daffy’s fitting room filled with Daffy’s holiday merchandise. The performance fused on-screen and front-of-screen performances where dancers in the spot danced out of the screen’s frame and onto the stage, live in the theatre. The dancers perform to an original song called “Fitting Dance” below the screen and eventually exit the theatre, with the action in the video continuing to rotate in new models, who continue to appear live in the theatre. At the end of each of the performances, the dancers come together in front of the screen to perform one synchronized, choreographed dance routine for the moviegoers. Audience members also receive a coupon to Daffy’s upon exiting the movie.
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 15,000 screens in more than 2,400 theatre locations across all 50 states and 93% of DMAs nationwide; delivering over half a billion consumer impressions annually through more than 150 theatrical circuits, including 17 of the top 25 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.
Family-owned since its inception in 1961, Daffy’s Inc. is a unique off-price retailer of apparel, accessories, and home goods. The company, headquartered in Secaucus, New Jersey with 18 store locations centered in the New York City metropolitan region, is well known for providing exceptional value to its customers by selling a unique assortment of high-quality, fashionable merchandise at deep discounts. For more information visit www.daffys.com.
For more information regarding Screenvision, contact:
Jeffrey Klein/Jason Gellar
Dan Klores Communications