The Disney Channel is turning to the big screen to advertise its new upcoming movie Camp Rock, on the small screen. Through a deal with Screenvision, one of two cinema ad rep firms, a 30-second spot for Camp Rock began airing May 23 and will run through June 19 before all G and PG rated films such as Chronicles of Narnia: Prince Caspian and Kung Fu Panda. Camp Rock airs June 20.
It’s the first time the cable network has turned to cinema advertising to promote its programming and is the latest example of TV networks advertising in theatres, including MTV, ABC, HBO and Showtime.
“Camp Rock is a huge priority for the network and in order to maximize the reach of the targeted kids and tween audience during the summer timeframe, we will reach them in one of the main places they will be – at the movies,” said Richard Loomis, senior vp of marketing and creative for Disney Channel.
Disney’s spot runs in Screenvision’s Premium Pod position, which airs right before movie previews.
“Through our Premium Pod we’re able to offer marketers such as Disney Channel, prime advertising real estate, with the maximum exposure possible in cinema in terms of available audience for viewing,” said Michael Chico, executive vp of sales and marketing for Screenvision.
Another Walt Disney Co. division, The Walt Disney Studios Home Entertainment, has a content and advertising deal with National CineMedia to provide pre-feature entertainment content and advertising for NCM’s FirstLook pre-feature