New York, NY - The National Association for Stock Car Auto Racing (NASCAR) and Screenvision, the world's leading cinema advertising company, today announced a partnership to bring the thrills, drama and stars of NASCAR to moviegoers nationwide, while providing NASCAR official sponsors a unique opportunity to showcase their ties to the sport.
Each month, Screenvision will run original NASCAR content in theatres nationwide. In a new move for both companies, NASCAR Media Group will also create and produce a 90-second NASCAR long-form content piece, which could include racing highlights, top moments, driver profiles, behind-the-scenes vignettes and fan tributes. Approximately 45 million moviegoers each month will see the NASCAR content, which will be made available to NASCAR current partners for sponsorship on the big screen.
Terms of the deal were not disclosed.
"Taking such an exciting sport and bringing it to the big screen is absolutely breakthrough and thrilling for consumers and advertisers alike. When you see NASCAR drivers rubbing fenders and trading paint at 180 mph on our 40 foot screens, it will take your breath away," said Mike Chico, Executive Vice President, Sales and Marketing, Screenvision. "This innovative partnership with NASCAR, the second highest-rated sport in the U.S., demonstrates how Screenvision continues to become an ‘enthusiast' network with partnerships in music, gaming and sports creating dynamic content. With NASCAR, we will develop compelling pre-show programming year-round that adds value for moviegoers, advertisers and our exhibitor partners."
"NASCAR continues to forge partnerships to broaden our fan base and to provide creative opportunities and demonstrable value for sponsors," said Steve Phelps, Chief Marketing Officer at NASCAR. "Screenvision will bring the excitement and drama of NASCAR to a half billion moviegoers each year, including some who are avid fans and some who have yet to attend or watch a race on television. Fans want to experience our sport in every way possible, and we can't wait for them to see and hear their favorite drivers running flat out on 40-foot screens with surround sound."
As consumers become more elusive and companies seek breakthrough branded entertainment opportunities, the Screenvision NASCAR partnership provides NASCAR sponsors a platform to reach a captive audience in a highly entertaining way on 15,000 U.S. theatre screens. Sponsorship opportunities will extend to in-lobby kiosks and concessions. Moviegoers will see the first NASCAR content in their favorite theatre prior to start of the NASCAR Sprint Cup Series season next February.
"This is the latest in a string of innovative assets NASCAR is creating for our official partners to derive maximum value to meet their business objectives," said Jim O'Connell, NASCAR's Vice President of Corporate Marketing. "The NASCAR in-cinema content will provide our sponsors an additional way to connect with fans through a year-round national platform."
"At the end of the day, this is all about celebrating the NASCAR fans through our nationwide network of passionate consumers - and creating new in-cinema advertising platforms for NASCAR sponsors. The success of Days of Thunder, Talladega Nights: The Ballad of Ricky Bobby, Herbie: Fully Loaded, Cars and NASCAR 3-D: The Imax Experience shows the American film-going public loves NASCAR in a theatre experience," said Andy Blacker, Senior Vice President, Marketing and Research, Screenvision. "With this partnership, Screenvision is recognizing the tremendous potential of NASCAR, and we are creating the first ever in-cinema platform for partners to wrap their brands around."