News & Press
Screenvision Announces Expanded Advertising Partnership With the Army National Guard
NEW YORK, N.Y. - (July 11, 2006)
Screenvision, the global leader in cinema advertising, today announced an expanded advertising partnership with LM&O Advertising for the Army National Guard. The multi-faceted, five-month campaign includes both 30-second and 120-second spots, nationwide distribution of 16 million box office handouts offering a free music download from iTunes, and the rollout of a national slide-advertising campaign. The new agreement marks the Army National Guard’s second consecutive foray into the cinema advertising space in the past two years.
“We are thrilled to continue and expand our relationship with LM&O for the Army National Guard,” said Jason Brown, Screenvision’s executive vice president for national advertising sales. “Over the last two years, they have become a pioneer in the cinema advertising industry by combining impactful and creative on-screen spots with complementary in-lobby promotional elements.”
The new agreement comes on the heels of Screenvision’s well-received 2005 in-theatre campaign for the Army National Guard. Last year, the Army National Guard was the presenting sponsor of Screenvision’s December preshow, “Home for the Holidays,” an irreverent animated take on the holiday experience. During this time period, Screenvision also distributed over seven million iTunes giveaways for the Army National Guard.
“Working with Screenvision has proven to be a very smart investment for the Army National Guard,” said Alicia Wallace, media director of LM&O Advertising, which handles media for both the Army and Air National Guards. “The theatre offers the best environment to see, hear, and feel the emotion and intensity Guard soldiers have for their organization. Combined with box office promotions, advertising in movie theatres allows us to emotionally connect the American public with the Guard, and to leave the theater with a tangible way of learning more about opportunities to serve in the National Guard.”
The agreement reflects a growing upfront activity surrounding the cinema advertising industry. Today, Screenvision generates nearly 35 percent of its national advertising business through upfront, multi-flight deals. This number is growing, as more advertisers across a broad array of categories including media, wireless, and financial services companies, seek to secure their in-cinema buys early.
Advertising forecasters at industry analyst firm ZenithOptimedia report that spending on in-theater ads, usually shown before the trailers, rose by 18 percent in 2005 to $400 million, and will increase by approximately 15 percent each year through 2008.
About The Army National Guard
The Army National Guard is an elite group of warriors who dedicate a portion of their time to serving their nation. Each state has its own National Guard as required by the Constitution. Guard members have a long and noble history of serving at home and abroad to ensure the safety and freedom of their fellow citizens. They have combated natural disasters, supported regular Army troops, and when called upon, borne arms against their nation’s enemies.
Since 1636, the Guard has brought glory and honor upon itself and its soldiers through quiet and selfless service.
About Screenvision (www.screenvision.com)
Headquartered in New York City, Screenvision is the nation’s leader in in-theatre advertising, providing comprehensive cinema-marketing solutions to its advertising clients through on-screen sight, sound and motion, still image advertising and in-theatre promotional opportunities. With an overall penetration in all 50 states, Screenvision’s intheatre advertising network currently includes nearly 14,000 screens nationwide. On the regional level, 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 U.S.-based operations, Screenvision has an extensive pan-European presence. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK’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 Paris: 18453; NYSE: TMS), the world’s leading provider of technology, services, and systems and equipment to the media and entertainment industries.
