Screenvision to Launch Latest Themed Preshow “Lights, Camera, ACTION!” in Digital Theatres Nationwide
New York – (Oct. 26, 2006)
Canon U.S.A. Makes First Venture into Cinema Advertising through Preshow Sponsorship
Screenvision, the global leader in cinema advertising, will introduce “Lights, Camera, ACTION!” – an all-new themed preshow celebrating the action film genre. Sponsored by new advertising partner Canon U.S.A., this original preshow program will celebrate a variety of 2006’s most memorable action movies. “Lights, Camera, ACTION!” will run across Screenvision’s nationwide network of high-definition digital screens from October 27 through November 30.
“Our content-based themed preshows offer advertisers a unique and highly effective platform that targets an engaged audience of potential consumers – in an environment where ads can reach their highest impact,” said Matthew Kearney, president and chief executive officer of Screenvision. “At the same time, we want to ensure that the movie-going experience is enjoyable from start to finish. That’s why we’ve made it our mission to produce preshow entertainment that stands as an effective brand-building medium for advertisers and also entertains and captivates consumers with themed content and seamless presentation.”
Screenvision’s “Lights, Camera, ACTION!” marks Canon’s first foray into in-cinema advertising. As the presenting sponsor, Canon’s PowerShot SD630 Digital ELPH camera will be featured throughout the preshow through a combination of 30- and 60-second commercials, on-screen sponsorship billboards and product integration during the show close.
The Canon ad contained in the preshow was created by New York-based Dentsu America, Inc. as a 30-second spot, which the agency has lengthened to fit the 60- second, “silver screen” format. Called Attraction, the ad shows tennis champion and Canon endorser Maria Sharapova walking home with her Canon PowerShot Camera after a training session, only to be followed by hundreds of tennis balls, which form a face that smiles like a person when she holds up her camera. Once Maria takes her shot, a truck drives through the balls sending them back to reality.
Jason Brown, executive vice president of national and regional sales for Screenvision, added: “We are pleased to be partnering with Canon and Dentsu America on their first-ever in-cinema sponsorship. The cinema environment is proving valuable for advertisers, as sponsors – like Canon – are able to capitalize on our unique integrated opportunities and strengthen product recognition amongst a core demographic. Research shows that recall of cinema spots and purchase intent are substantially higher following in-cinema advertising than most other media. That’s why our preshows are becoming showcase advertising venues for both large and small companies.”
“Lights, Camera, ACTION!” further exemplifies Screenvision’s commitment to providing moviegoers, advertisers, and exhibitors with a captivating and effective preshow medium. Since introducing the first original, entertainment-based cinema advertising preshow in October 2005, Screenvision has produced a variety of themed specials including “SCREAMvision,” “Screenvision’s Summer Music,” and “Screenvision Brings You the Beat.” In the months ahead, Screenvision will continue to produce a variety of entertaining preshows, including a holiday show and “Screenvision Rolls Out the Red Carpet,” celebrating the awards season.
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.
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