News & Press
Now Showing: Screenvision Offers-Up October Trick and Treat With Halloween Themed Preshow “SCREAMvision”
NEW YORK, NY - (Oct. 11, 2005)
Project Marks First Ever Themed Preshow for Cinema Advertising Industry
National Consumer Sweepstakes to Find America’s Best Scream Also Part ofGroundbreaking Preshow Event
Screenvision, the global leader in cinema advertising, is launching a revolutionary new in-theatre preshow that marks a series of firsts for the cinema advertising industry. On September 30, Screenvision will introduce the industry’s first ever themed preshow, “SCREAMvision”, a Halloweenthemed branded entertainment event, which will run nationwide through the end of October. Samsung Wireless has signed on as “SCREAMvision’s” anchor sponsor and the new Samsung a940 video cell phone will be featured in a unique way that will represent the first true product placement in theatre preshow programming.
“SCREAMvision represents the future of the digital preshow – fun, entertaining, creative, and timely,” said Screenvision CEO Matthew Kearney. “When we introduced our high definition digital preshow we knew we had a platform and format that could really add value to both our advertising and exhibitor partners. SCREAMvision shows marketers the innovative, integrated, audience- penetrating potential that cinema advertising holds for getting out their message in a way that is increasingly appealing to moviegoers.”
“SCREAMvision” will be packaged into a G and PG version for younger audiences and a PG-13 and R version for more mature audiences. Moviegoers attending G and PG films will be treated to “Which Witch Am I?” a series of live-action, costumed trivia segments. The PG-13 and R version will feature tributes to SCREAMvision “Horror Masters,” spotlighting the works of three famous horror genre pioneers. Both versions of the Preshow will promote the “Scream Your Way to Hollywood” consumer sweepstakes and use appropriately-themed music throughout, pulled from famous horror movies and pop hits befitting the Halloween season.
The innovative Samsung product placement is revealed as the Preshow comes to a close. The camera zooms out revealing to the movie audience that they have been watching “SCREAMvision” on a Samsung a940 phone the whole time, or so it seems.
SCREAMvision will also feature a major national consumer contest to find America’s best scream, dubbed “Scream Your Way to Hollywood.” The contest will be introduced during the preshow program and will also be promoted through in-lobby posters and box office handouts. Moviegoers can submit their best scream on a co-branded mini-website located at www.screenvision.com/scream. The person with the best scream will win a trip for two to a Hollywood movie premiere.
In-cinema advertising has become an increasingly attractive category to marketers over the last several years, as it marks an effective way to reach the coveted 18-34 demographic. According to the Cinema Advertising Council, industry revenues are up 23%, to $438 million in 2004.
ABOUT SCREENVISION (www.screenvision.com)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.
