Screenvision’s Impression Pitch: Upfront News and Views

Venue amp160PlayStation Theater on W 44th St near Broadway home to an event for the third straight week BET in late April followed by Defy Media first week of May amp160For the first time in years Screenvision used an actual theater rather than turn an open space like Moynihan Station into a popup movie palace amp160In this case PlayStation was split in half with the grandstandlike seating in the back for the presentation and the stage section available for food drink and exhibits connected with upcoming blockbusters like the remake of Jumanji amp160A video wall served as both room divider and wide movie screen presenting the company logo moving from left to right as people arrived at their seats amp160Company executives used the open space in front of the video wall as their stage areaamp160 Grade 35 JacksPresentation amp160Over and over again executives framed their remarks on an equation for successful results from cinema advertising amp160Start with wellcrafted messages specific to the medium nicknamed premium video here add the immersive environment of theaters filled with upscale desirable crowds and end up with the most memorable impressions a client can achieve amp160quotNot all impressions act equallyquot warned Screenvision CEO John Partilla noting that some media like broadcast TV are witnessing a decline in desired demographics amp160quotCinema is the greatest place to tell storiesquot and the audience is watching those stories unfold in growing numbers resulting in last year39s recordbreaking 114 billion boxoffice among 13 billion visitors Partilla continued amp160What39s more advertisers are finding more disfavor with digital alternatives due to concerns of having ads colocated near objectionable contentquotEven the biggest site has problems with brand safetyquot added Chief Revenue Officer Katy Loria a quick broadside at YouTube without namecalling amp160quotIn a landscape where attention is the new return on investment and engagement is the new currency we offer the ultimate storytelling canvas for impactquot amp160As is the norm for these events Screenvision39s case was spiced throughout with trailers from upcoming flicks and in a twist there was a segment featuring a forecast of the top five movie trends of 2018 amp160No 1 Anticipate one or more blockbusters every month amp160Grade 4 Jacks amp160Pictured below left to right Partilla Screenvision Mediaamp160Chief Strategic Development Officer John McCauley Katy Loria and National Ad Sales Executive Vice Presidentamp160Christine MartinoNews amp160Creation of quot10 Packquot a sales initiative where sponsors get prime commercial placement before 10 tentpoledistributed blockbusters spaced throughout 201718 amp160This package deal will only be available to a limited set of clients who must agree to an upfront buy amp160Those advertisers and others also can participate in a separate research venture dealing with neuroscience trends among movie audiences amp160Another new tool being introduced in the coming months is Cintel a methodology brands can use to target commercial content or placement by behavioral and psychographic data amp160Grade 3 JacksHost amp160A vote for best tagteam presenters of the 2017 Upfront season to Katy Loria and National Ad Sales Executive Vice President Christine Martino amp160They flavored the majority of information and advocacy with nice unforced humor between each other amp160Yes they even spoofed the Best Picture announcement fiasco at the Academy Awards amp160Before introducing a trailer chosen in advance by attendees Martino opened a red envelope with the choice and Loria announced amp8220LLLamp8221 for short amp160Partilla was engaging with his delivery of opening and closing remarks amp160Grade 4 JacksStar Time amp160None in attendance therefore no Jacks gradeCuisine amp160Outstanding and plentiful served buffetstyle from several stations inside and outside the theater amp160Best eats Korean fried chicken portabella mushroom parmesan and a glazed donut sandwich with pulled pork amp160Worst eat the salad with salami chunks could have used a touch more dressing Grade 4 Jacks Note Cuisine ratings do not figure into the overall Jacks scoreData Insight amp160Screenvision39s 2400 affiliates nationwide deliver a collective average 49 weekly rating among adults 1849 amp160Also as of early May nine films have topped 100 million in US boxoffice For all of 2016 more than 750 million was spent on cinema messages up 58 percent over 2015 amp160Grade 3 JacksInnovative Opportunities amp160Connected Cinema giving movie chains affiliated with Screenvision ways to reach audiences before during and after movie screenings including advance ticketing amp160One surprise No announced campaigns involving smart TVsTVmaking devices or virtual reality a talking point last spring amp160Grade 2 JacksOverall Grade 35 Jacks Smooth pointed presentation and executive presenters amp160Curious why there was no effort to launch something truly out of the box like virtualaugmented reality content or original short subjects beyond the celebrity profile or interview with branding opportunities or ticketing via smart TVs amp160Again just curiousNext up ESPNOur Jacks rating systemamp160 5 Jacks amp8211 Excellent 4 Jacks Very Good 3 Jacks amp8211 Good 2 Jacks amp8211 Fair 1 Jack amp8211 Poor 0 Jacks Don39t go thereClick the social buttons above or below to share this content 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 writersamp160

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Screenvision’s Impression Pitch: Upfront News and Views

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Simon Applebaum

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Screenvision’s Impression Pitch: Upfront News and Views

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