Upfront Update: The MTV Series Parade & a Message from Screenvision - Simon Applebaum

MTV closed out the April assortment of TV network ceremonies while Screenvision a major provider of premovie commercials and vignettes among the nation39s theaters and multiplexes did its first Upfront turnMTVVenue For big NY showplaces with classy architecture few top Beacon Theater on Broadway between W 7475th Streets Thousands of seats and beautiful art along the side walls restored to glory last year by owner Madison Square Garden A top yearround concert space Grade 5 JacksPresentation One of the rare situations where the channel39s onair talent not executives did the presenting All the presenting Amid the march of talent and video clips MTV offered four points First no more being dependent on one series such as Jersey Shore to establish an identity with its millennial audience Second spinoff channel MTV2 is becoming a new series incubator for the mothership Third no matter where you advertise on the network along with MTV2 and college studenttargeted MTVU you39ll draw a huge social media crowd 160 million fans all told Final point whether you believe we still play music videos or not we still have clout in breaking out new pop superstars such as Emeil Sande whose new hit quotNext To Mequot opened the show Selena Gomez once Disney Channel star on Wizards of Waverly Place not so long ago wrapped up with catchy quotCome ampamp Get Itquot and quotLove You Like A Love Songquot Grade 45 JacksNews MTV and MTV2 will premiere 17 new series over the next year Contender for most controversial Generation Crio dealing with teens conceived through artificial insemination and one Breeanna searching for her biological father Guy Code MTV239s sleeper success this season gives birth to two more seriesGirl Code for MTV and daytime court series parody Guy Court on MTV2 by fall A pilot based on the popular Scream movie series possibly with Wes Craven directing will be filmed for summer 2014 consideration Other new nonfiction series include Nurse Nation and Bachata Nights One premiere not highlighted scripted comedy Zach Stone Is Gonna Be Famous which started last Thursday Grade 45 JacksHost Anyone not knowing MTV News anchor Sway Calloway or new latenight show hosts Nikki Glaser and Sara Schaefer beforehand left wanting more from all three Sway is as authoritative as anyone can be on a stage while Nikki and Sara can deadpan oneliners with ease Grade 5 JacksOverall Grade 45 Jacks All the elements clicked from the Beacon Theater39s stately look to the talent and points made onstage5 Jacks Excellent4 Jacks Very Good3 Jacks Good2 Jacks Fair1 Jack Poor0 Jacks Worse than badScreenvisionVenue Stands to reason that if you39re a major cinema advertising player you go make your case at the movies In Screenvision39s case the oneofakind Ziegfeld Theater on W 54th St near Rockefeller Center Everything about this place welcomes you from the lobby ushers to the lush seats to oh yes that nicesized soda cup or popcorn bag Even the green spotlights below the stage which came off blinding at times can disturb that ambience Also love the audio track of great music themes including ET from John Williams and Batman by Danny Elfman Grade 5 Jacks Presentation Early on you got the sensation that Screenvision was making a bigger pitch for watching movies than for the case they39re out to make buying commercial time before the movies and trailers preceding them The sensation came in part from running trailers of upcoming blockbusters such as The Great Gatsby and Man of Steel That dualmessage making stopped when chief revenue officer Jim Tricarico once Nickelodeon39s top sales executive went front and center for this quotFront ampamp Centerquotlabeled event If we want more sponsors to see we39re a viable alternative to TV especially in the summer when viewership drops and theater attendance peaks we have to adopt some standard TV practices Tricarico said quotIt39s great to be here live and unskippablequot he joked referring to growing DVR usage quotWe39re shattering the image you have of cinema advertisingquot Grade 4 JacksNews From here on Screenvision used among 14000 theaters nationwide will allow advertisers to purchase time by daypart afternoon evenings and weekends separately or in association with TV buys they make Pricing will be adjusted on a seasonal basis with audience delivery guaranteed by demographics using Nielsen39s cinema reporting Taco Bell is the first advertiser on board with others in negotiation Separately a new branded entertainment venture invites sponsors to create featirettes made by a group of young cinema producers overseen by independent producer Rose Ganguzza Margin Call More prefeature material with ad opportunities will be crafted by My Damn Channel and YouTube channel ENTV Grade 45 JacksHost Shared by Tricarico one quite passionate heart and fun onsleeve advocate Screenvision chief executive Travis Reed calm cool collected and other company reps Grade 4 JacksOverall Grade 4 Jacks Nice debut into the upfront world although a bit heavy on the movie trailers Two maybe three at most are all you need to showcase how great movies are One missing element examples of unique cinema advertising exclusive to theaters Two or three of them would help get the message across5 Jacks Excellent4 Jacks Very Good3 Jacks Good2 Jacks Fair1 Jack Poor0 Jacks Worse than badNext up a pair of last week39s Digital Content NewFrontsUntil the next time stay well and stay tunedSimon Applebaum is producerhost of Tomorrow Will Be Televised the radio program all about TV Tomorrow runs live Mondays and Fridays at 3 pm Eastern time noon Pacific Time on wwwblogtalkradiocom with replays available at wwwblogtalkradiocomsimonapple04 A weekly TV series edition will soon premiere on the new UBCTV network Have a question or reaction Email it to simonapple04yahoocom or tweet UBCSimonTWBTRead all Simonamp8217s MediaBizBloggers commentaries at Tomorrow Will Be TelevisedCheck us out on Facebook at MediaBizBloggerscomFollow our 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Upfront Update: The MTV Series Parade & a Message from Screenvision - Simon Applebaum

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