Upfront News and Views: Screenvision and National CineMedia

Screenvision

Venue: Surprise -- not a movie theater, but Skylight's Moynihan Station space halfway down W. 33rd St. between 8th and 9th Ave. (FYI: Nickelodeon kicked off the 2015 Upfront event calendar here in late February, and YouTube organized its pre-Brandcast fan fair here the week before.) Big presentation points: Pre-show ad sales up 20 percent from spring 2014; big data techniques now allow sponsors to match their ads to the audience of specific films on tap that week or weekend, instead of MPAA ratings. Big news points: "Front & Center On," a new pre-film showcase for branded content, starting June 1; some "Front & Center On" vignettes will be crafted by Screenvision's 40 Foot Solutions subsidiary. Big after-presentation treat: "Get into the Movies" exhibits where attendees could "play" extras in a trio of scenes -- one Western, two space epics. What worked: Charming delivery by CEO Travis Reid and willingness by him and his executive colleagues to do a pre-event debrief for press. What didn't work: A bland-tasting appetizer here and there. Overall Grade: 4 Jacks

National CineMedia

Venue: A theater in AMC's Lincoln Square multiplex on Broadway, between W. 67th and 68th Sts. Big presentation points: New branding as "America's Movie Network," complete with light-beam logo and intent to position the company -- and the movie industry in general -- as drivers of social entertainment and conversation. Big news points: E! host/correspondent Maria Menounos (pictured at top with Storm Troopers from "Star Wars") becomes host of “First Look,” the pre-movie program reaching more than 21,000 screens/1,600 theaters nationally. AfterbuzzTV.com, the Web site put together by Menounos and producer Keven Undergaro, will create a set of recurring “First Look” features, starting with "Movie Minute" celebrity interviews. And perhaps the biggest news of all: The launch of Cinema Accelerator, extending ad buys to mobile and digital platforms through a mix of movie ticket purchase and other data sources. Big after-presentation treat: A demonstration of Barco Escape, a three-sided screen allowing for more immersive movie and commercial presentations, using a multi-camera travelogue and an M&M test ad that melts apart, you could say (and not in your hands). What worked: The overall graphic look, Sales and Marketing President Cliff Marks' contained enthusiasm and a few choice trailers, including the latest from “Star Wars: The Force Awakens.” What didn't work: Not seeing “First Look” in action somehow. Overall Grade: 4.5 Jacks, earned in part from Barco Escape. Think of this as Cinerama, IMAX and ultra HD's best attributes assembled in one compelling format. Let's watch how this develops.

A reminder of our Jacks rating system:

5 Jacks – Excellent
4 Jacks – Very Good
3 Jacks – Good
2 Jacks – Fair
1 Jack – Poor
0 Jacks – Worse than bad

Until the next time, stay well and stay tuned!

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