John Partilla on Screenvision Media's New Branding Focus

The reasons behind cinema39s healthy growth might be due in partamp160to industry initiatives such as the one recently announced by Screenvision Media thatamp160through various alliancesamp160help weave the entire movie viewing experience for consumers from consideration to ticket purchase to attendance to remembrance making it more holistic and engagingquotPeople who come to see movies in the theaters are in the right mindset to be entertained or informed and this is not a given in today39s media landscapequot says CEO John Partilla quotWe at Screenvision Media are maintaining the power of the enormous screen and through a series of alliances have the ability to engage this captive audience with a great artful immersive core offering We are introducing additional elements in addition to the screen that extendamp160our ability to touch customers during every moment of their moviegoing journeyquotScreenvision Media39s initiative includes the ability to capture the time when moviegoers first readamp160reviews when they enter theater lobbies when they see the preshow entertainment as well as the movie and when they exit the theaters all via crossplatform interactions Many of these touchpoints can be branded according to Katy Loria Executive Vice President Chief Revenue Officer with the additional advertising dollars coming from other media quotScreenvision Media has evolved over the past several yearsquot she saysamp160quotThere are now more platforms for brands to take advantage of by relocating TV dollars to cinema to help offset TV erosion Cinema is a true enhancement for TV primequotJohn McCauley CMO Executive Vice Presidentamp160Strategic Alliances showcased the actual offering at Screenvision Media39s Upfront event quotThere are larger appetites for brands to tell their story on the big screenquot McCauley says quotAt Screenvision Media we have connected the cinema journey through technology alliances that connect brands organically One such alliance is with Movieticketscom that introduces the brand in the movie ticket sales and movie search and discovery experience cycle as well as adds the related network of Hollywoodcom the exclusive ad sales representation for Movieticketscom Then there is TimePlay that turns the cinema experience into a smart screen using the mobile phone of the moviegoer to interact with the screen through branching video trivia and other interactive games that can influence what they seequot This capability is currently available in Canada Screenvision Media is bringing this technology to the United States as part of this initiativequotWe have another alliance and that is with Shazam in the movie spacequot McCauley revealed quotWe are working with them on enhanced audio and visual recognition capabilities as well as elevated branded content offerings We also are announcing a virtual movie gift shop through EdisonX where you can shop for movie related items from the moment of impulse with an integrated shopping platform So we are integrating technology before during and after the movie experience and integrating brands within that consumer journeyquotThere is also a creative initiative new hireamp160Sir John Hegarty will serve as Creative Chair in Residence at Screenvision Media Hegarty39s efforts are anticipated to increase the power of the cinema screen by creating opportunities for brands to work on their stories on the big screen That effort along with Screenvision Media39s inhouse creative studio 40 Foot Solutions is focused on developing branded content as well as creating graphics and animation packages that amplify a brand39s presence in Screenvision Media39s new Front ampamp Center preshowquotWe are developing a new original pilot seriesquot McCauley confided quotIt has five characters written in and the sixth character will be a brand as they will be able to influence plotlines and integrate within the show The stories will roll out into two to three minute episodes and we will weave brands into each episodequotEven measurement is advancing Screenvision Media now has an alliance with comScore that matches the relationship with ticket purchasing behavior with sales They are also working with comScore formerly Rentrak to develop a planning and attribution tool that will provide details up to a specific movie and movie genres amp160a planning tool with backend analytics They are also using comScore box office data which will connect to that platform All this in addition to current Nielsen measurement which is now delivered via a new tool call Total Media Fusion quotThis service offers a total view of all media now including cinemaquot McCauley said quotThis enables us to see what the impact is when we reallocate other media to cinema and see the incremental reachquotFrom the start of the consumers39 cinematic journey to the end it looks like the fusion of technology and creativity will help keep the appetite for movie going strong for both the consumer and the brands Screenvision Media is poised to take advantage of all of these opportunitiesThe 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 Inc management or associated bloggers

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John Partilla on Screenvision Media's New Branding Focus

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