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While Screenvision currently manages Dickinson’s commercial and promotional inventory, Dickinson will now also rely on Screenvision to handle its local advertising. Advertising in cinema is a proven medium for local businesses and will bring a new stream of revenue for the theatre chain. As part of the agreement, Screenvision will increase its nationwide digital network by deploying its High Definition digital technology to Dickinson screens. Screenvision’s digital pre-show provides several benefits including greater flexibility in programming and advertising within an enhanced entertainment experience for the viewer.

This investment in Dickinson theatres is part of Screenvision's rollout of its High Definition digital system across its network of nearly 15,000 screens. Phase one of this roll-out was launched in March 2005.

“We are delighted to extend and expand our relationship with Dickinson Theatres—an American classic that has been entertaining the heartland since the early days of film. The addition of Dickinson screens to our slide network provides our advertising clients with targeted access to consumers in key markets,” stated Darryl Schaffer, Executive Vice President, Exhibitor Relations, Screenvision. “Dickinson will join our roster of national exhibitor partners that have seen tremendous revenue enhancements with our digital pre-show.”

John Hartley, President & CEO, Dickinson Theatres stated, “We are looking forward to continuing our lucrative partnership with Screenvision. Furthermore, we are thrilled to have chosen Screenvision to handle our slide advertising in addition to our rolling stock advertising and promotions. Based on Screenvision’s record with other major national exhibitors around the country, we are anticipating great new revenue opportunities.”

One of the earliest classic American movie theater chains, Dickinson Theatres opened its first theater in 1920 in Manhattan, Kansas. In the past 85 years, Dickinson has grown to become a leading exhibitor in the Midwest with 36 movie theatres and 343 screens in the Midwest. A privately owned organization, Dickinson Theatres is headquartered in Overland Park, Kansas and employs 826 staff members.

Screenvision provides cinema-marketing solutions to its advertising clients through onscreen sight, sound and motion (Cinema Spots), still image advertising (Cinema Slides) and in-theatre promotional opportunities (Cinema Extensions). Screenvision is a national leading cinema network, exclusively providing Cinema Spots to advertisers on more than half of the nation's available movie screens. Screenvision’s overall reach spans 95% penetration in all 50 states, 44% of all screens in A&B counties and 50% of total admissions. On the regional level, the company's Screenvision Direct business unit offers Cinema Slide and promotional opportunities to small and mid-sized businesses in local markets around the country. In addition to its US-based operations, Screenvision has an extensive pan-European presence. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK's leading free to air commercial television broadcaster with divisions operating television and cinema advertising sales and one of Europe's largest commercial television production businesses as well as a major distribution business exploiting an extensive film and program library; and Thomson (Euronext: 18453) (NYSE: TMS), the world leader in integrated solutions (technologies, equipment and services) for the entertainment and media industries.