Cinema Advertising: Break Through Fragmentation with a Bang

Fourth quarter is always an exciting time in media. Maybe it’s from the old television model, but the season still feels ripe for a premiere. But we’ve seen that model decline, year-over-year, as an abundance of choices and consumer control have fragmented our industry along with our efforts to communicate to consumers. Fragmentation is a funny word to me because everyone sees it as a negative, and I don’t any longer. Perhaps it has something to do with our own premiere this fall, as we welcome a new CEO to Screenvision, but I’m choosing to spend my time embracing the fragmentation knowing that ultimately strong messages on the right platform at the right time will find passionate consumers. We all just have to get better at it.