"Increasingly, marketers and media planners are talking about screen neutrality and seeking to associate their advertising with premium video content on screens that assure the greatest viewability. They are looking to blend cost efficiencies with measurable brand engagement, narrative storytelling and interactive opportunities," points out John (JP) Partilla, CEO of Screenvision Media, who joined the company last year and has infused it with a spirit of innovation and creativity. "We have a lot of focus and dedication around creating a connected cinema offering," he says. "We are extending the opportunity to entertain, inform and engage customers before and after films, as well as maximizing the in-theater and screen offerings. We call it The Connected Cinema Journey.