Technology Is Great for Storytelling, But It's Not the Story

Mary Ellen Holdenamp160 What did you accomplish at CES 2018 Matt Ardenamp160amp160We spent most of our time shooting original content for a tech brand amp160I also scoped out what39s new with AR VR MR voice activation and smart home tech as these are trends that we will tap into to create a fully connected cinema experienceamp160I was especially excited to dig in creatively around VR as some of our exhibitors have begun rolling out VRX Networks in their lobbiesamp160 This technology will afford us programming and branded content opportunities in VRamp160 This is the most immediate tech evolution in our theatersamp160 CES has become a fertile ground for us in the past few yearsamp160 We39ve been able to unlock real connections through gaming interactivity and are looking to build on this in 2018Holdenamp160amp160How does Screenvision view the relationship between technology and storytellingArdenamp160amp160We are leaning in aggressively around new technologies to unlock the connected cinema experienceamp160 At the same time we are mindful that while technology allows us to tell better stories technology isn39t the story itselfamp160 An effective trustworthy brand narrative that resonates with audiences forms the core the right technology can ignite this messaging across consumer touch points on and offscreenamp160 My gotoamp160analogy is the ice cream truckamp160 In the 1920s this was an awesome new delivery mechanism for ice cream when and where people wanted itamp160 But if Good Humor were selling dog poop on a stickamp160nobody would be that impressed with the truckamp160 My point is when digging in on a new delivery mechanismamp160the productstory is what matters mostHoldenamp160 Has the intersection of creative and technology influenced your workplaceArdenamp160 Yesamp160 We spend more time with creative technologistsamp160 These hybrid creatives have their finger on the pulse of what39s new to engage audiencesamp160 We envision a future with new distribution technology unlocking the movie screen and transforming it into a smart screenamp160 We are developing realtime creative solutions that will have moviegoers feeling even more connected to the cinema experience and as a result to our advertising partnersHoldenamp160 How do brands benefitArdenamp160amp160Our creative team in partnership with sales shares our portfolio of innovations with clientsamp160 Our team develops bespoke messaging for brands designed to work across the entire moviegoer journey amp8230 before duringamp160and after a movieamp160 Our Connected Cinema strategy helps advertisers gain share of voice and find profound connections by leveraging technologies that allow us to speak authentically with moviegoers at the right time with the right message in the right environmentHoldenamp160 What technologies interest you mostArdenamp160amp160We are exploring several technologies that will allow us to interact with consumers from the moment an ad appears on screenamp160 For example our new quotShop the Moviesquot initiative a partnership with The Take and EdisonX will connect moviegoers to products they see on screen right at the moment of inspiration and impulseamp160 This advanced shopping program opens new revenue streams for Screenvision Media thanks to the convergence of technology commerce and contentHoldenamp160 How is cinema different from other premium video platformsArdenamp160amp160Flexibility is the main differentiatoramp160 We have complete control of our inventory so we provide our brand partners with fun and innovative white spaces to work inamp160 We are open to endless possibilities when it comes to integrating technology and ultimately brands into our showamp160 Whether it39s tying a brand to a major motion picture with a unique integration or extending a brand39s message off screen with geofencing or mobileretargeting or exploring Augmented Reality Virtual Reality Mixed Reality and gaming we39ve got our eyes on literally every possibility to create something new and compellingHoldenamp160 What advice do you have for creatives entering this industryArdenamp160amp160I sit on a Board of Directors at my alma mater Virginia Tech focused on mentoring studentsamp160 Some tell me that they can39t wait to get out of college because they don39t like group projectsamp160 I tell them that life is a group projectamp160 Others state that they are tired of learning and just want to 39get out of school and get a job39 amp160My only response is 39If you39re done learning you39re done working39amp160amp160The reality is like any good technology when it comes to work it39s important to reboot and download new upgradesClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Technology Is Great for Storytelling, But It's Not the Story

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Mary Ellen Holden

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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Technology Is Great for Storytelling, But It's Not the Story

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