Luxury Platform: Spotlight Cinema Networks offers a sophisticated pre-show

Cinemas Features

Since Spotlight’s launch seven years ago, our pre-show has provided an exceptional luxury onscreen advertising platform that is unique in the industry. We’re differentiated from our competitors by creating a pre-show that contains less advertising and more independent short films that appeal to our luxury and art-house exhibitor partners, and their customers.

We have designed Spotlight’s pre-show to include award-winning movie shorts, movie trivia, advertising, customized exhibitor messaging and music that is curated monthly. We strive to keep our pre-show entertaining, appealing and engaging. Our contemporary new pre-show template, Glint, delivers a sophisticated and sleek design to our exhibitor partners. It was a huge success and Spotlight has seen significant growth in its exhibitor network offering our elegant pre-show program since the launch of Glint. In fact, we have doubled the number of screens running in our pre-show.

Our content partner WME/IMG’s Made to Measure (M2M) received several awards for their new “Art of Style” series. The series is a collection of short films that explore the creative world that inspires today’s leading artists and designers. All are directed by filmmaker Lisa Immordino Vreeland and have appeared within Spotlight’s pre-show. Noteworthy mentions include:

  • Thom Browne: A Fashion Fairy Tale: A four-minute behind-the-scenes look at the American designer’s first collection for Paris this past spring. 2018 Telly Awards (Gold): Craft-Editing for Online.
  • Georgia O’Keeffe: A glimpse into the home and wardrobe of artist Georgia O’Keeffe. 2018 Telly Awards (Bronze): General-Documentary: Individual for Online.
  • Pierpaolo Piccioli: The creative director of Valentino discusses his view on the meaning of fashion. 2018 Telly Awards (Silver): Craft-Editing for Online.

Last year, Spotlight was first to market with several experiential activations that enhanced the overall entertainment experience for moviegoers while providing advertisers with a powerful platform to connect with consumers.

Specifically, Spotlight worked exclusively with Lexus in the cinema environment to offer moviegoers an immersive, hyper-real audio “test drive” for the company’s LC 500. The Dolby Atmos technology used in the 107-second ad captivated audiences as sounds drifted around the auditorium, immersing them in the experience. It was so compelling, it might be accurate to call it distraction-proof marketing. And it was only available in the theatres we represent.

Spotlight was also the only company to bring to life the Google Home Mini within movie theatres. We exhibited the Google Home Mini’s voice-command capabilities by dimming the theatre’s auditorium lights in front of audiences with a special voice prompt within the ad. Our exhibitor partners enjoyed the creativity and their audiences’ reactions. These two projects demonstrate our commitment to showcasing our advertisers’ products and services through multiple theatre touchpoints. The end result was an entertaining and engaging cinema experience for moviegoers.

Our pre-show also allows us to cross-promote for the advertiser and exhibitor. For instance, in June, we teamed up with the distillery Hennessy to promote their new cognac cocktail. “The Major” was created by Hennessy to celebrate the legacy of Marshall “Major” Taylor, the historic world-champion cyclist who had incredible drive on the racing track. Not only did the campaign create strong brand identity in the appealing cinema environment, but it also encouraged moviegoers to visit the cinema lounge and order the drink. And at theatres that offer a dine-in service experience in the auditoriums, audience members could have the beverage delivered right to their seats with the push of a button. Spotlight’s exclusive partnership with Hennessy provided participating exhibitors with advertising revenue plus drove more spirits sales.

Spotlight’s ability to deliver both pre-show advertising and entertainment was bolstered in the past year with our acquisition of Storming Images. Storming Images has been Spotlight’s technology partner for our pre-show since 2010. By acquiring Storming Images and its proprietary content distribution technology, Spotlight will work with the Storming Images team to develop new opportunities to maximize revenue for our exhibitors and to make the pre-show experience even more compelling for advertisers to highlight their brand through us. And since the Storming Images technology is not limited to the movie screen, we have begun extending our pre-show content to the theatre lobby and other touchpoints in and around the theatre.

Looking ahead to the rest of 2018 and next year, we’ll remain committed to providing exhibitors with a reliable revenue stream, quality entertainment and a top-of-the-line delivery system so their audiences can fully enjoy all the benefits of the luxury cinema experience that they deserve.