NEW YORK, March 24, 2014 /PRNewswire/ -- Screenvision, a national leader in cinema advertising sales, today announced a redesign of its pre-feature entertainment programming, which recently launched in theatres nationwide. The preshow has been rebranded as 'Front & Center' and features an updated design and format that enables Screenvision to better showcase entertainment programming and brand advertising.
"As we enter the upfront season, we're confident the preshow's new dynamic look and design will be another selling point for brands looking to appeal to Screenvision's cinema audience of youthful, engaged buyers," said John McCauley, SVP of Strategic Alliances, Screenvision. "It really is all about creating a platform for the brands we work with to shine, and giving them the creative media solutions that will enhance their advertising spend."
Screenvision's 20-minute preshow delivers for brands unrivaled awareness (56%) of their specific ads. The Front & Center preshow runs three entertainment blocks per show and this past month featured FOX's Rio 2, NBC's Crisis, Believe and The Tonight Show Starring Jimmy Fallon, FX's Americans, ENTV (monthly highlight of upcoming movies), and an original production featuring the best of CES 2014 for moviegoers with technology expert Shelly Palmer. Additionally, the enhanced preshow provides brands more opportunities to have increased presence through a suite of creative media solutions to further engage with moviegoers:
- Custom branded content segments
- Sponsorship of show segments, music, trivia or the entire preshow
- Custom promos and interstitials
- Interactive engagement, such as Shazam
The preshow was created in-house under the direction of Matt Arden, VP Creative. Of the creation of the preshow, Arden said, "The goal was to enhance the entertainment experience and increase brands' opportunities to connect with moviegoers. Front & Center highlights the best in pop culture and entertainment, but more importantly it was a strategic choice to ensure the brands are the centerpiece of the show."
"For the past two years, Screenvision's preshow platform has enabled us to showcase our programming in an engaging and unskippable medium," said Lance Reiss, VP Marketing of FX Networks. "With the evolution of its preshow, Screenvision has furthered its commitment to showcase our content, increasing our opportunities to drive interest and tune into our programming. We look forward to continued success with them."
Screenvision Front & Center preshow also offers the industry's best ad positioning, putting brand's content closest to showtime. The show features a blend of behind-the-scenes looks at upcoming film and TV programming, world premiere music videos, the latest in entertainment and technology, and branded entertainment pieces.
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 to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision 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. For more information: http://www.screenvision.com.
Caroline Kasabian – Screenvision
 Source: Lieberman Research intercept studies, 2011-2013