News & Press
Screenvision Goes to College: Exclusive Agreement with Hogan Communications Brings Screenvision to 382 College Campuses Nationwide
New York, N.Y. - (March 6, 2006)
Deal Adds to Screenvision’s National Delivery of Key 18-24 Demographic
Screenvision, the world’s leading cinema advertising company, has reached an exclusive new agreement with Santa Clarita, California-based Hogan Communications. Under the agreement, Screenvision will represent cinema advertising sales for Hogan’s 382 college campus-based screens while Hogan will continue to produce and distribute its cinema preshow, “Preview Theater,” in which the Screenvision-sold ads will appear. Screenvision will also gain rights to conduct certain on-campus promotional activities on behalf of its advertisers, including product sampling, tabling and product demonstration activities, advance screenings and consumer research.
The Hogan network will add approximately 700,000 admissions per month to Screenvision’s monthly impression base average of 53 million admissions. Nearly 98 percent of the college network’s admissions come from young adults, ages 18-to-24, a demographic highly coveted by many national advertisers.
“There’s a terrific synergy between Screenvision and Hogan,” said Darryl Schaffer, executive vice president of exhibitor relations at Screenvision. “Hogan has built a solid expertise in the on-campus marketing arena, and that will help us greatly in developing and delivering unique opportunities for advertisers keen to reach the college audience on a national basis.”
“Joining the Screenvision network improves our ability to reach and service national advertisers,” said Michael Hogan, president of Hogan Communications. “We believe Screenvision’s base of leading national advertisers will be highly interested in reaching this community of consumers.”
The college network’s 382 cinema screens are distributed across 203 cities nationwide, and include coverage in top DMAs such as New York City, Chicago, Los Angeles, and Washington, D.C.
“This deal is very timely, as we approach the upfront season and in consideration of the difficulty national advertisers have in reaching young adults, particularly adults 18 to 34, through traditional mass media,” said Jason Brown, senior vice president of national sales at Screenvision. “We deliver a young, affluent audience, with more than 70 percent of our impressions coming from people 35 years old and younger. Our partnership with Hogan extends that reach and gives advertisers a very targeted vehicle that delivers the progressive, trend-setting consumer that is today’s college student.”
About Screenvision (www.screenvision.com)
Screenvision provides cinema-marketing solutions to national, regional and local advertising clients through on-screen sight, sound and motion (Cinema Spots), still image advertising (Cinema Slides) and in-theatre promotional opportunities (Cinema Extensions). Screenvision is the nation’s leading cinema advertising network, exclusively providing Cinema Spots to advertisers on more than half of the nation's available movie screens, nearly 14,000 screens in total. Screenvision’s reach spans 91% penetration in all 50 states, 44% of all screens in A&B counties and more than half of all admissions. 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 USbased operations, Screenvision has an extensive pan-European presence. Screenvision is a joint venture between ITV plc (LSE: ITV), the U.K.’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’s leading provider of services, systems and equipment, and technology to the media and entertainment industries.
About Hogan Communications (www.HoganCommunications.com)
Hogan Communications is an entertainment based marketing and advertising company specializing in the college and young adult markets. For over 20 years Hogan has been conducting promotions for movie studios and corporate clients targeting the college market. Hogan’s array of products and services include Preview Theater, advance movie screenings, product sampling, custom on-campus promotions, College Newspaper ad placement services, and Spring Break promotions in Florida and Texas.
