In our ongoing series of exclusive interviews with senior execs of recent new members of the Digital Place Based Advertising Association (DPAA), freelancer Mel Stott chats with John Partilla, CEO of Screenvision Media. Screenvision is a U.S. 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 to top tier theatrical exhibitors.
The Screenvision Media cinema advertising network is composed of more than 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies.
Mel Stott: You made a big splash during the Upfronts with your “Connected Cinema” announcement. Please tell us about the initiative.
John Partilla: Our “Connected Cinema” experience is all about providing the ultimate canvas for brand storytelling so that messages resonate with consumers on a deeper level. We teamed up with companies including MovieTickets.com, Timeplay, Shazam, EdisonX, Sito Mobile, Mobiquity, Gimbal and Branded Entertainment Network to extend and harness the unrivaled impact of cinema’s premium video to engage with consumers before, during and after their movie-going journey.
What kind of feedback did you get from the ad community?
The feedback has been very positive. The demand for cinema advertising and access to the most coveted audience in media is tremendous. We are now able to offer richer and more robust opportunities to advertisers.
What are some of the specific components of the Connected Cinema environment for brands?
Through this initiative, we’ve really opened the door for brands to engage with consumers during every touchpoint of their movie-going journey. To name a few specific components, brands can now interact with consumers when they search for movies and purchase a ticket through an alliance with Movietickets.com; integrate into our Front & Center preshow with interactive experiences such as branching video and multi-player gaming through an alliance with Timeplay; integrate into 2017 blockbuster films themselves through an exclusive alliance with Branded Entertainment Network (BEN); and tap into new opportunities outside of the theatre through an exclusive alliance with EdisonX with the creation of a virtual Movie GiftShop, where moviegoers can purchase licensed products, DVDs and soundtracks, as well as products inspired by the movies they’ve watched – all on their phones.
Can you briefly describe an example or two of brands that have tapped into the Connected Cinema opportunity?
The Connected Cinema experience is brand new to the marketplace as we recently unveiled it at our Upfront event, but we expect robust demand and interest from brands.
What is the size and scope of your cinema advertising network?
Our cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide, delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies. We average nearly 10 million moviegoers per week.
Why did you decide to join DPAA?
We liked that the DPAA has been a thought leader in the space of connected screens, converging on data and logistics enabling them to better understand the audience and better serve its advertisers. The DPAA really covers the entire ecosystem!