New York, N.Y. - Further helping marketers naturally associate their brands in a way that positively enhances moviegoers' overall theatre experience, Screenvision, a leading innovator in cinema advertising, will introduce a groundbreaking new interactive lobby display in hundreds of theatres later this month. The displays will feature a 3rd Party's patented scanner technology that will enable marketers to offer theatre patrons rewards by engaging with the featured brand. Launching this new effort in the marketing arena will be telecommunications giant, Sprint. This partnership between Screenvision and Sprint will begin on July 15th.
The new lobby displays mark Screenvision's latest, exclusive advertising offering that extends its commitment to create 360 degree in-theatre entertainment for consumers and marketers alike. In the past year, the company has launched such innovative advertising "firsts" as: a live, on-screen interactive text polling platform; 3-D on-screen advertising; and an in-lobby digital advertising network in association with Cinema Scene, featuring such products as 3DTV, 3D billboards and digital kiosks whose content is linked across its theatres nationwide.
"Screenvision is continually committed to bringing marketers new and innovative ways that enable them to enhance the connection of their brands to the large moviegoing population," said Michael Chico, Executive Vice President, Sales and Marketing, Screenvision. "The moviegoing experience starts and ends in the lobby, and we are very excited to partner with Sprint to introduce our latest unique offering during the height of the summer blockbuster season. This new lobby technology will truly provide marketers with another way to seamlessly integrate their brands into the moviegoing experience."
"At Sprint, we are constantly pushing our partners to offer new and innovative ways to help consumers engage with the brand," said Simon McPhillips, director of media, Sprint. "Cinema is a growth area for marketers and Screenvision's solution enables customers to have a richer experience with the Sprint brand in an enjoyable manner. Plus, Sprint customers are able to enjoy the benefits of the Now NetworkTM through the interactive kiosk."
Screenvision will initially launch the interactive lobby displays featuring the scanner technology in more than 500 of its exhibitor partner theatres across the top DMAs, including New York, Los Angeles, Chicago, Philadelphia, San Francisco, Atlanta, Washington D.C., Houston and Dallas. As the initial marketer to partner with Screenvision on this effort, Sprint will utilize its technology - and the technology of the lobby display -- to reward moviegoers who are Sprint customers.
Moviegoers with a Sprint phone can text message a short code to a specified number that will be promoted on the display. Then, these customers will instantly receive a text code on their device. When they hold up the code to the lobby display's scanner, they will receive concession and/or ticket discounts that can be redeemed and used at the theatre, as well as the ability to download exclusive interactive games and content. Standard text messaging rates will apply for use of this promotion.
Screenvision will utilize the full theatre environment to help marketers take advantage of this lobby marketing opportunity Signage will be on doors and at box office as well as on cash registers at concession stands. The display itself will be customized with branding that attracts people to text message and interact with the device. Cinema slides running during the preshow programming will also promote the lobby display and instant rewards offer.
Screenvision's continued commitment to innovation comes as the company expands its overall advertising network. The Screenvision Programming Network has boomed to more than 15,300 screens -- with reach in all 50 states and 93% of DMAs nationwide --and has increased its market share to 48%. The company now represents 17 of the top 25 exhibitor partners, delivering nearly 600 million yearly admissions.