Screenvision Releases Second Annual “Screamvision” Halloween-Themed Cinema Advertising Pre-Show in Digital Theatres Nationwide
New York – (Oct. 10, 2006)
Evidenced by Special Pre-show, Increased Entertainment in Pre-movie Content is Attractive for Moviegoers, Advertisers and Theatre Owners
Cinema advertising leader Screenvision announced it has released its second annual Halloween-themed movie pre-show, entitled “SCREAMvision,” across its nationwide network of high-definition digital screens. Two different versions of “SCREAMvision,” one for G and PG audiences, and one for PG-13 and R audiences, will air through October 26, 2006.
Consumer research indicates that “SCREAMvision” is one of the most popular cinema advertising pre-shows aired to date. Conducted by Lieberman Research Group, studies on the first “SCREAMvision” special, show that consumers responded quite positively to the pre-show entertainment. Receptivity of the pre-show special was 94 percent, and consumer likeability was 71 percent, based on a five-point scale.
“There was a time when movie-goers looked forward to pre-film entertainment, in such forms as cartoons, short films, and newsreels,” said Matthew Kearney, CEO of Screenvision. “We intend to rekindle that interest and those consumer expectations by delivering great advertising, great branded entertainment, and great content in a modern and seamless presentation.”
“SCREAMvision” is fronted by Screenvision host Bradford How, who guides viewers through a series of advertising, humorous interstitials, and entertainment content created for the show. In support of interstitials, the Screenvision set was modified to include a graveyard, a mad scientist laboratory, and a pipe organ that could have been right out of Phantom of the Opera. The entertainment content includes two original cartoons produced by Screenvision and partner Digital Kitchen. It also includes hosted tributes to two artists in the horror genre recognized as ”Screenvision Horror Masters” – Eli Roth, the writer-director of Hostel, and Tobin Bell, lead actor in the Saw franchise of horror films. Hostel is a Lionsgate property, and Saw is produced by both Lionsgate and Twisted Pictures.
As the presenting sponsor of “SCREAMvision,” Samsung’s sponsorship includes product integration for its D807 cellular phone within Screenvision’s show close. Integration, via onscreen billboards and in-lobby posters supporting the special pre-show, provides Samsung with exposure across the “SCREAMvision” campaign. Showtime Network is also an advertiser within “SCREAMvision”. The company leveraged the Screenvision Horror Masters platform as a thematic vehicle to promote Showtime’s “Masters of Horror” series.
“Integrated sponsorship opportunities within the cinema environment, such as “SCREAMvision,” provide significant impact to our advertisers,” said Jason Brown, executive vice president of national and regional sales for Screenvision. “Research shows that, as a standalone activity, recall of cinema spots is substantially higher than most other media. Moreover, adding incremental promotional activities under an umbrella campaign drives consumer recall and purchase intent to even higher levels.”
Screenvision first aired “SCREAMvision” in October 2005, making history as the first original entertainment-based cinema advertising preshow. Since then, the company has produced a variety of topical specials including “Home for the Holidays,” “Screenvision Rolls Out the Red Carpet,” “Screenvision’s Summer Music,” and “Screenvision Brings You the Beat.” Screenvision will reprise its holiday show and red carpet show in the coming months. Screenvision has additional specials on the horizon, including “Lights, Camera, Action!” celebrating favorite action films of the year and “Director’s Cut,” celebrating great movie directors.
Headquartered in New York, N.Y., Screenvision is the world’s foremost cinema advertising company, 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 more than 14,000 screens in over 2,300 theatre locations across all 50 States and 91% of DMAs nationwide, and delivers approximately 700 million consumer impressions annually through more than 140 theatrical circuits, including 10 of the top 15 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.