Driving Affiliate Value is Foundation for Screenvision Revenue Growth

While movie theaters are the beneficiaries of highquality Hollywood content concurrently they have the responsibility to entertain and host 13 billionamp160moviegoers each yearamp160 With the onslaught of entertainment competitionamp160the bar is set very highamp160 Realistically movie theaters need to rely on more than ticket and concession sales to thriveamp160 With the Cinema Advertising Council recently announcing 2016 revenues growing 58 to 750M innovative business models are required to ensure that Screenvision Media is in lockstep with its affiliate constituency to continue to propel growthI interviewed Screenvision39s Darryl Schaffer Executive Vice President of Exhibitor Relations and John McCauley Executive Vice President CMO andamp160Strategic Alliances to learn about their vision for this unique blend of partnershipamp160By the way amp8211 for those of you not in the know I wasn39t amp8211 the quotExhibitor Relationsquot role is the equivalent of quotAffiliate Relationsquot for cable or quotAudience Developmentquot for onlineamp160By the numbers the Screenvision Exhibitor Relations team manages 170 different theater chains 2290 physical theaters 14500plusamp160screensamp160and millions of annual moviegoers in every state and across 93 of US DMAsamp160 The exhibitor relations role is key to cinema advertisingamp160and every bit as essential as affiliate relations is with the cable networks and cable operatorsamp160 Darryl and her team help lead Screenvision Media39s efforts to grow experiential and economic value for and alongside this key constituencyquotWith 25 years in cinema advertisingamp160I have seen quite a bit of changequotamp160Darryl said amp160quotThere is no question that it is important to propose the right economics to get a deal done but increasingly creation of mutual incremental value through partnerships has been instrumental in our successamp160With aggressive retention and acquisition goals I am proud that we have experienced virtually no turnover while winning new business including some theaters that have never aired ads beforequotDarryl and John shared four simple guidelines they follow to help drive innovation cooperation and incremental revenue for affiliatesWhile content may be king never forget that affiliates control distribution scale breadth and diversification amp160Partnership ensures that you and your publishers reach a target audienceThe changing media landscape requires new compensation modelsamp160Transactional relationships are being replaced by longer term more comprehensive business partnershipsamp160We39re not talking dinners and social outings though those are always nice amp160The conversation has moved toamp160quotHow can we help your business grow amp160How can we use our platform and resources to help drive your profits and EBITDAquotPartner closely with your affiliates to really understand their business challenges and opportunities tailor offerings assets and resources to help improve their bottom lineamp160 Learn how they generate revenue and drive profitChange the game and gotomarket strategies to enable both parties to benefit Screenvision labeled this quotmutual incremental valuequotamp160Darryl and John are a team and both share an affinity and long history working within the affiliate ecosystem As mentioned above Darryl has seen almost no churn with exhibitors and theater chains which are her affiliates amp160amp8220I have benefitted from working on both sides of the affiliate relationshipquot John commented amp160quotWith the NFL I represented the league partnering with team affiliates amp160At Loews I was a Screenvision affiliateamp160Andamp160now at Screenvision I am working handinhand with Darryl and our affiliate network to drive mutual valueamp8221amp160Here are some examples of how Screenvision creates that mutual incremental value for its exhibitorstheatersProviding prefeature entertainment with its Front and Center preshow including a renewed focus on the local community connectionEnhancing lobby experiences with digital and interactive signs for moviegoer entertainment while waiting for the movie which is also a driver of incremental revenueUtilizing technology and dataamp160Geofencingretargeting and beacons provide theaters with enhanced insights around moviegoers to drive incremental salesamp160and potentially identify an incremental revenue streamCreating custom theater branding via Screenvision39s inhouse agency 40 Foot Studiosamp160This can include custom preshows for example Screenvision Select for Art House theatersquotThere is no doubt relationships matter a great dealquot John concluded quotAt the end of the day a real understanding of each other39s respective business enables more innovation and accelerated growth Cinema Advertising Council CAC recently announced the 2016 revenue growth of 58amp160 Our affiliate philosophy was instrumental in our industryleading growthamp160where we saw a 24 percent revenueperpatron increase during 2016amp160Cinema Advertising is a rising tide sector and we are excited to continue to work with exhibitors to continue to drive growthquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Driving Affiliate Value is Foundation for Screenvision Revenue Growth

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Mary Ellen Holden

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