Screenvision promotes impact of cinema at annual Upfront event
Leading cinema-advertising company Screenvision Media pitched the impact of cinema’s reach to CMOs, planners, buyers and brands at the company’s Upfront event last night at the PlayStation Theater in New York City.
Screenvision Media unveiled the results of its groundbreaking neuroscience research, showing the powerful effect that the emotional connection to movies and the moviegoing experience has on memory and recall. Additionally, the company introduced its latest capabilities and alliances around augmented reality with Fuze Viewer, virtual reality with VRX, and eSports with Hollywood eSports.
According to Screenvision Media’s neuroscience research, moviegoers view the screen for 84% of an ad’s duration. Viewers also pay more attention to ads in cinema’s immersive environment than they do on television, where more than half of viewers lose attention during ads. The research further illustrated that moviegoers process in-theatre ads in a deeper and more memorable way, as viewers feel twice as connected to and engaged with advertisers’ messages in the theatre than on television. The emotional response, a key determinant to ad recall, to advertisements in Screenvision Media’s Front + Center preshow is 18% higher than with the same ads on television, the research showed.
“As the media marketplace becomes even more fragmented, cinema reinforces its position as one of the most essential components of a brand’s media plan. As our research proves, cinema offers a more deeply engaged audience, with no ad skipping, blocking or fraud,” said John Partilla, CEO of Screenvision Media. “People don’t just watch cinema, they feel it, and we recognize that. We’re proud to always deliver your brand’s blockbuster moment in the most memorable way.”
For the second year running, Screenvision Media’s 10 Pack offering allows upfront advertisers to not only align with the biggest tentpole movies of the year, but to also secure preferred ad placement throughout the year. In 2017, the box office attracted 1.2 billion moviegoers and generated $11 billion in revenue overall, thanks in part to the top 10 films which grossed over $3.8 billion. So far this year, due to the outstanding success of films like Black Panther, Avengers: Infinity War and Solo: A Star Wars Story, Screenvision Media’s 10 Pack offering has exceeded projected impressions by 14 percent. Upcoming 10 Pack selections include Captain Marvel, Godzilla: King of Monsters, The Lego Movie Sequel, The Lion King, and X-Men: Dark Phoenix.
“The record-breaking films keep coming, proving that blockbusters aren’t limited to specific months, and that cinema continues to serve as a valuable, high-impact audience replacement for declining TV ratings throughout the year,” said Katy Loria chief revenue officer at Screenvision Media.“We provide incremental high-impact reach, and work hard to always provide a premium offering, in a brand-safe environment that generates the most memorable impressions in media. There is no better place to find that than on the big screen.”
Screenvision Media continues to add to their “Connected Cinema” systems and advanced targeting platform, Cintel, to extend and deepen engagement with moviegoers, enabling brands to activate before, during and after the movies. Research indicates that moviegoers experiencing Screenvision Media’s Front + Center preshow in auditoriums also spend an average of 13 minutes in high-impact, high-traffic lobbies.
“The attention, retention and impact gained through cinema advertising delivers the most memorable impression, drives consumer action and bolsters ROI for brands. We’re always looking to push the envelope even further to engage audiences and deliver quality impressions,” said John McCauley, chief marketing officer at Screenvision Media. “The immersive and captivating moviegoing experience continues to improve based on innovation, renovation and new builds for our exhibitors, helping to create the optimal environment for memorable impressions. With the rise of augmented reality and virtual reality capabilities for our preshow advertisers, we’re excited about what this will bring for the year ahead.”