• Resources
  • Blog
  • Journalists
  • Log In
  • Sign Up
  • Data Privacy
  • Send a Release
Cision PR Newswire: news distribution, targeting and monitoring home
  • News
  • Products
    • Overview
    • Distribution by PR Newswire
    • Cision Communications Cloud®
    • Cision IR
    • Sponsored Placement
    • All Products
  • Contact
    • General Inquiries
    • Request a Demo
    • Editorial Bureaus
    • Partnerships
    • Media Inquiries
    • Worldwide Offices

 

When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • All Public Company
      • English-only
      • News Releases Overview

      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
      • Multimedia Gallery Overview

      • Trending Topics

      • All Trending Topics
  • Business & Money
      • Auto & Transportation

      • All Automotive & Transportation
      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • Auto & Transportation Overview

      • View All Auto & Transportation

      • Business Technology

      • All Business Technology
      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • Business Technology Overview

      • View All Business Technology

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Financial Services & Investing

      • All Financial Services & Investing
      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • Financial Services & Investing Overview

      • View All Financial Services & Investing

      • General Business

      • All General Business
      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • General Business Overview

      • View All General Business

  • Science & Tech
      • Consumer Technology

      • All Consumer Technology
      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • Consumer Technology Overview

      • View All Consumer Technology

      • Energy & Natural Resources

      • All Energy
      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • Energy & Natural Resources Overview

      • View All Energy & Natural Resources

      • Environ­ment

      • All Environ­ment
      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • Environ­ment Overview

      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • All Heavy Industry & Manufacturing
      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • Heavy Industry & Manufacturing Overview

      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • All Telecomm­unications
      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • Telecomm­unications Overview

      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • All Consumer Products & Retail
      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • Consumer Products & Retail Overview

      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Health

      • All Health
      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • Health Overview

      • View All Health

      • Sports

      • All Sports
      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • Sports Overview

      • View All Sports

      • Travel

      • All Travel
      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • Travel Overview

      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • All Policy & Public Interest
      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • Policy & Public Interest Overview

      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • All People & Culture
      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • People & Culture Overview

      • View All People & Culture

      • In-Language News

      • español
      • português
      • Česko
      • Danmark
      • Deutschland
      • España
      • France
      • Italia
      • Nederland
      • Norge
      • Polska
      • Portugal
      • Россия
      • Slovensko
      • Suomi
      • Sverige
  • Overview
  • Distribution by PR Newswire
  • Cision Communications Cloud®
  • Cision IR
  • Sponsored Placement
  • All Products
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices
  • PR Newswire: news distribution, targeting and monitoring
  • Send a Release
    • ALL CONTACT INFO
    • Contact Us

      888-776-0942
      from 8 AM - 10 PM ET

  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
    • Trending Topics
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • Overview
  • Distribution by PR Newswire
  • Cision Communications Cloud®
  • Cision IR
  • All Products
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR

Screenvision Redefines the Movie-Going Experience With the First 2-Screen In-Cinema Advertising Pre-Show, The Limelight

Introducing Mobile Interaction Featuring Social Rewards and Gaming

Cinema Advertising Leader Debuts screenfanz Mobile App Empowering Advertisers to Complement Cinema Buys with Geo-Targeting, Social Connectivity, Gaming and Prizing

New Pre-Show Provides a More Impactful Environment for Branded Content


News provided by

Screenvision

Apr 06, 2012, 11:27 ET

Share this article

Share this article


NEW YORK, April 6, 2012 /PRNewswire/ -- Screenvision, a leading innovator in cinema advertising and alternative content programming, is reinventing its long popular pre-movie marketing platform with the launch of The Limelight. The dramatically re-engineered in-cinema advertising pre-show – the first 2-screen configuration targeted to the big screen and mobile devices – will enable advertisers to fully capitalize upon mobile interactivity and social connectivity with their ad buys coast-to-coast.  The new 20-minute pre-movie content has also been re-engineered to provide a more impactful environment for the rapidly expanding universe of long-form content which helps brands deepen their narratives and relationships with consumers.

The free screenfanz mobile app is now available in the iTunes store, with companion website, www.screenfanz.com.  The app will be available for Android within a few weeks. A boon to consumers and marketers alike, it provides movie-goers with comprehensive movie information, the chance to check-in at theatres, share their reviews via Facebook, participate in trivia, accrue social status and points via in-app behaviors and have a chance to win prizes including movie tickets and concession cash.

The Limelight is not only breaking ground with its 2-screen, interactivity-centric implementation, but a reinvention of the modular flow of its 20-minute big screen presentation. The new program is designed to help brands use the immersive and impactful forum of the darkened movie theater, and its big screen, to engage in longer-form storytelling, brand messaging and narratives, ones that can unfold in multiple parts and be shared via social media.

"Our new pre-show brings together the immersive power of advertising on the silver screen with rich mobile interactivity, a marriage that will transform consumer engagement in the theater environment," states Travis Reid, CEO of Screenvision. "The Limelight will make movie-going more fun and involving for the audience, giving them a reason to arrive at the theater early and switch on their mobile devices to play trivia and share movie activity with Facebook friends, earn points and prizes, and much more.  For advertisers, it will make marketing a much more creative, cost-effective and immediate impact proposition, be they national, regional or local brands, choosing to involve consumers via mobile interactivity or long-form branded narratives.  This integrated platform fuels the creation of earned media across a very socially-connected consumer group, like no other."

"In today's fragmented, short-attention-span media universe, commercial friendly environments are an endangered species," continues Screenvision's Chief Revenue Officer Mark Mitchell, who also serves as President of The Cinema Advertising Council.  "At the same time, brand storytelling is more essential than ever.  To truly bond with consumers, brands need a forum where they can deliver their message in long-form to an immersed, undistracted audience.  This is something that The Limelight is uniquely designed to deliver."

As part of the re-engineering of the pre-movie programming, Screenvision produced a "pilot" of the new show complete with local, regional and national ads featured within the context of the new branding and consumer messaging. Screenvision partnered with several national advertisers including FedEx, Nestle Purina PetCare Company, Allstate among other advertisers to test several components of the new format, including longer form video and customized mobile interaction. These key brands who participated in the Limelight pilot research delivered 54% unaided ad recall with nearly half intending to purchase these brands in the next year.

Screenvision collaborated with Ipsos OTX MediaCT worldwide motion picture group on multi-phase research during the "pilot" to tailor and support the new mobile and long-form content centric pre-show, both qualitative and quantitative.

The results, among a nationally representative sample of 640 movie-goers, demonstrate this tech-savvy group, 76.1% of whom own a smartphone, are more than ready to "go mobile" with it during the time before the feature presentation. More than three-quarters said they would "definitely or likely" arrive at the theater earlier to watch more of the pre-show entertainment and participate in trivia, check into theaters, write reviews, play games and other behaviors to have a chance to win prizes including movie tickets and concession cash. The respondents nearly unanimously rated the Screenfanz app as "more all-encompassing" than current movie app offerings and 65% said they would tell their friends about the service.

Screenvision's expansive consumer reach and new engaging format makes it an enticing partner for organizations like the Ad Council and DoSomething.org, both premiering never before seen ads in cinema with Limelight.  

A new TV spot from the Ad Council and Dollar General Literacy Foundation's GED Achievement national public service campaign will debut in The Limelight through April 22.  "We are thrilled to collaborate with Screenvision on our GED campaign to ensure that all Americans have the opportunity to achieve their full potential in life by obtaining their GED," said Peggy Conlon, president and CEO, Ad Council.  "Partnering with Screenvision will help raise awareness of this important issue to millions of Americans by featuring our messages for the first time in cinema theaters."

"Through our new partnership with Screenvision, the audience can learn stats about important social causes and use sms to sign up for more information and action opportunities while they're waiting for the movie to start," said Naomi Hirabayashi, Director of Marketing at DoSomething.org. "Buttery popcorn PLUS becoming a more socially conscious citizen? Double whammy." 

Ipsos OTX MediaCT research conducted with Screenvision's The Limelight pilot also demonstrated that nearly nine out of 10 consumers (86.6%) welcome longer-form advertising in cinemas, a majority driven by men ages 30 - 39 (92.6%).  They were particularly responsive to ads that featured humor, multiple parts with a cliffhanger and also "event-like" spots, meaning ads that were made specifically for in-theater showcase, ones not seen before on TV. 

The reinvention of Screenvision's 20-minute pre-show begins with a new logo, graphics and color palette, one that complements the new name, The Limelight, as well as the clean, functional design aesthetics that are the standard for web and mobile services.  

In contrasting shades of cool lime green, the new logo is also three-dimensional and two-part, with the upper and lower portions of the Screenvision "S" functioning as independent visual units for animation and video, in theaters, on the web and mobile.  CMOR, the popular robot host of Screenvision's pre-show since 2010, has also received a modern makeover. He has emerged with a sleek, clean, airbrushed style, one in line with the design of the mobile device he wields in the 20-minute pre-show to familiarize and guide consumers through the in-theatre offerings and other information.  To facilitate understanding and immediate use of the many mobile-driven offerings, Screenvision's design team has created over two dozen customized icons, ones which consumers can use to jump to chat, trivia, awards, the theater concession menu and much more.

The strategy behind the comprehensive re-engineering of Screenvision's in-cinema pre-show, and its new screenfanz app and companion website, www.screenfanz.com, was developed by Lee Heffernan, Screenvision's Senior Vice President, Marketing and Lee Hunt. Hunt is the award-winning creative services veteran responsible for the branding of many of television's most successful brands, including Lifetime, VH-1, TNT and E!.  Heffernan and Hunt have worked together since the early '90s on numerous television brands. Their creative vision was brought to life by loyalkaspar, whose recent network branding credits include AMC, Current TV and Cloo. 

"When I first joined Screenvision, I saw the incredible marketing and branding opportunity to create an interactive pre-movie experience, one that already had an audience of over 40MM consumers each month," states Heffernan. "With their combined experience in strategizing strong brand positioning with equally distinctive visual images, I thought Lee and loyalkaspar were the right team to bring to life a vision and environment that could truly resonate with, and more importantly, entertain American movie-goers."

ABOUT SCREENVISION
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. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,350+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 10 of the top 15 exhibitor companies. For more information: http://www.screenvision.com.

Source: Ipsos OTX Media CT worldwide motion picture group, online study of 641 moviegoers 16-49 years old, attend the movies 4+ times/year

SOURCE Screenvision

Modal title

Contact Cision

  • Cision Distribution 888-776-0942
    from 8 AM - 9 PM ET

  • Chat with an Expert
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices

Products

  • Cision Communication Cloud®
  • For Marketers
  • For Public Relations
  • For IR & Compliance
  • For Agency
  • For Small Business
  • All Products

About

  • About PR Newswire
  • About Cision
  • Become a Publishing Partner
  • Become a Channel Partner
  • Careers
  • COVID-19 Resources
  • Accessibility Statement
  • Asia
  • Brazil
  • Canada
  • Czech
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Israel
  • Italy
  • Mexico
  • Middle East
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Russia
  • Slovakia
  • Spain
  • Sweden
  • United Kingdom

My Services

  • All New Releases
  • Online Member Center
  • ProfNet

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Terms of Use
  • Privacy Policy
  • Information Security Policy
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2022 Cision US Inc.