Screenvision's Matt Arden on Unlocking Cinema Preshow Storytelling

Mary Ellen Holden amp160Why address theamp160current preshow format nowMatt Ardenamp160 It39s time The cinema preshow model in the US market has been reasonably static for years with set content and advertising podsamp160andamp160trivia interstitials The primary focus was on the experience closest to showtimeamp160which is immensely important but inadequate Today we know that moviegoers enter the theater starting as early as 20 minutes prior to the posted showtime therefore we want to give equal attention and energy to the entire preshow program amp160For example there is an opportunity to further connect to the community local merchants and moviegoersamp160with contextualamp160localamp160programming amp160At a time when according to Borrellamp160local ad spend is expected to increase 7amp160in 2018 we would be remiss if we were not to cultivate this local audience amp160I see us engaging more in quotfarm to tablequotamp160advertising because people like where they39re from and want those connectionsHolden amp160Can you give me an example of local storytelling that you felt was particularly strong Ardenamp160 During the Olympics we launched a regional campaign in US Olympian hometown markets congratulating them on their accomplishments Audiences and exhibitors loved it amp160It wasn39t the same old messaging onscreen as it tapped into personal relationships within the community amp160I think people underestimate how much pride people have in their hometownHoldenamp160amp160How and where are you looking for new modelsArdenamp160 We are looking toamp160evolve to a formatamp160that still has its roots in cinema without limiting ourselves amp160We want to understandamp160programming and advertising successesamp160and failures across platforms amp160We39re finding inspiration from cinema in Asia India and England as well as from digital and OTT networks amp160The models that seem to be working abroad utilize a shorter format with more entertainment segments amp160Similarly we are seeing that snackable premium video segments appeal to our young increasingly multicultural audienceHolden amp160What does a great preshow look likeArdenamp160 Our preshowamp160is essentially a blank 2225minute canvas every month amp160Historically we programmed three content quotpodsquot amp160Moving forward we are starting to program the rest of the show with unique storytelling trailers branded content trivia and interstitial entertainment amp160We39re breaking up the model to employ segments of varying lengths interactive elements and engaging shortformamp160entertainment amp160We will create some ourselves and subsequently syndicate this content beyond cinema screens amp160We will also source content from leading programmers to support and amplify our editorial voice amp160Weamp160even plan to include gaming and are actively engaging with technology to enable storytelling of all formsHolden amp160How does research inform your thinkingArden amp160Research provides us with data insights which enable us to approach programming strategically amp160For example we know from various studies that storytelling is perceived to be more emotional in cinema as the communal environment encourages the audience to have a shared experience amp160The Olympic hometown campaign was sparked by this research and clearly resonated in local marketsHolden amp160How are you integrating advertisers Ardenamp160 Currently we are focused onamp160ouramp160Early PreShow EPSamp160which runs prior to the posted showtime amp160This is where we get to integrate advertisers into programming as we lead up to advertising that runs right before the trailers amp160Our EPS includes some national advertisers all of ouramp160local and regionalamp160advertisers and theateramp160partner messaging amp160Last year we experimented with a local spotlight feature calledamp160Corner Stories and we plan to expand this initiative in 2018 amp160Shortly we39ll share more about this program and how it is embedded in the local community to support small businessesHolden amp160What types of innovations are you experimenting with todayArden amp160We are experimenting with original content interactive technologies ecommerce amp8230 you name it we39re gonna try it amp160We are testing right now amp160Everything from revamping movie trivia stay tuned to allowing moviegoers to wish friends and family a Happy Birthday amp160Don39t be surprised to see quotMary Ellen will you marry me onscreenquot amp160We are also betatesting automation which would allow local businesses to create and upload their own ads in real time amp160We like to soft launch some of these initiatives just to see reactions amp160We find that this realtime interaction with our audience is more important to our decision making now than it was in the pastHolden amp160What do you see as the futureArden amp160With TV ratings erosionamp160and the proliferation of online premium video we are uniquely positioned to createamp160preshows that enable storytelling to maximize the uniqueness of the cinema platform where the movies are the most important part of the story but not the complete cinema experience amp160Opportunities are endless and I couldn39t be more excited to explore the spacePhoto credit amp160Screenvision MediaClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Screenvision's Matt Arden on Unlocking Cinema Preshow Storytelling

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Mary Ellen Holden

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Screenvision's Matt Arden on Unlocking Cinema Preshow Storytelling

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Mary Ellen Holden

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