NewFront News and Views: Screenvision Advances the Age of Connected Cinema

Venueamp160 Moynihan Station on W 33rd St As was the case with Screenvisionamp8217s event there last spring the area was divided into three sections a replicated widescreen theater with plenty of seats and a sodapopcorn stand in the rear a spacious exhibit area directly behind the screen and an extended lobby walkway connecting the theater area to the entrance with billboards on either side The back area highlighted the upcoming remake of quotKing Kongquot and the latest quotBatmanquot and quotGuardians of the Galaxyquot flicks all three coming to a movie house near you during 2017 Following the presentation attendees could play skeeball and pinball appear in a movie scene via greenscreen technology or network along the bar smack in the center of the roomamp160 Grade 3 Jacks for the overall space 4 Jacks for the exhibit areaPresentation There39s a new focus in play and that39s quotConnected Cinemaquot as in giving audiences immersive and interactive experiences inside and beyond the theateramp160 The ad community benefits by extending their brand messages in a number of demographicallytargeted or personalized ways executives maintained quotWhen you combine fantastic content with cuttingedge technology and more precise targeting all within a completely immersive environment you39re able to deliver something so compelling that just can39t be ignoredamp8221 said CEO John Partilla While letting attendees know the various connected ways they could participate Partilla CMO and Executive Vice President Strategic Alliances John McCauley and Executive Vice President and Chief Revenue Officer Katy Loria reminded their crowd that cinema attendance keeps rising especially among Millennials while broadcast TV ratings continue to slide Grade 35 JacksNews Preshows will introduce an interactive angle over the rest of 2016 via an arrangement with Timeplay a developer of playalong technology allowing audiences to use their mobile phones in a number of ways with what they see onscreen Two examples Chances to win gift certificates for merchandise through trivia quizzes or dictate by majority what main character in a commercial or short subject is seen at various points Screenvision will introduce Timeplayutilizing content in about 1000 theaters nationwide by year end Separately under a deal with entrepreneur EdisonX moviegoers would be able to buy DVDs soundtracks and merchandise catering to the theme of the movie they39re watching via mobile phone during and after the endcredits under a virtual quotMovie GiftShopquot process MovieTicketscom will soon accept ads on their site from Screenvision clients and have those ads viewed by customers buying tickets for films playing at Screenvisionaffiliated theaters Note In a prepresentation interview Partilla suggested that in the near future MovieTickets would extend its ticketing format as an application distributed to smart TV sets and devices such as Roku Chromecast and Apple TV quotMovie Nightsquot an ongoing featurette in which five young actors check out their local cinema is under development through inhouse unit 40 Foot Solutions Grade 35 JacksHosts Partilla and company were engaging throughoutamp160 Grade 3 JacksCuisine Popcorn in three flavors cheesetruffle oiljalapeno plus soda before the presentation and the bar after Grade 25 Jacks Note Cuisine ratings do not factor into the overall Jacks scoreOverall Grade 35 Jacks A solid effort that went beyond the usual invitation to advertisers to move their spending from one medium to another The message was clear This player is going all in with interactivityA review of our Jacks rating system5 Jacks Excellent4 Jacks Very Good3 Jacks Good2 Jacks Fair1 Jack Poor0 Jacks Don39t go thereUntil the next time stay well and stay tunedThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggers Image at top by GraphicStock

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NewFront News and Views: Screenvision Advances the Age of Connected Cinema

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NewFront News and Views: Screenvision Advances the Age of Connected Cinema

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