Green Screens

NEW YORK The Alliance for Climate Protection and Current TV are taking their environmental message to the nation’s movie houses via Screenvision.

The advertising network for theater screens is joining the current trend of marketers aligning themselves with eco-friendly causes.
For 20 minutes before the trailers begin in theaters serviced by Screenvision a series of shorts and programming will be shown featuring actress Aisha Tyler giving tips on how to lead a green lifestyle, such as using environmentally friendly lightbulbs.
In addition, the 60-second short “Sky Is Falling,” the winner of the Alliance and Current TV’s “60 Seconds to Save the Earth” Ecospot Contest will be screened. In “Sky Is Falling,” cartoon elephants, symbolizing the 6.5 billion tons of carbon dioxide released into the sky in the U.S. in 2005, drop from the sky onto cartoon cars. Also being screened is Alliance’s “Black Balloons,” a 45-second spot that uses black balloons coming out of electronic devices to detail how much greenhouse gas is produced by everyday items such as televisions and washing machines. The environmentally focused material will run from March 28 to April 24.
One of the few places left for advertisers to subject consumers to their wares include movie theaters, a place people are not only accustomed to watching ads, in the form of trailers, but on a large screen.
Companies such as Screenvision and National CineMedia have the majority of the available in-theater space. Screenvision has less screens at 14,800 compared to NCM’s 15,250, but the former likes to point out that it has 2,300 theaters to the latter’s 1,200. The environmental programming will run on Screenvision’s high-definition digital network, which is made up of approximately 7,200 screens.
Screenvision’s top advertising categories are wireless, automotive, retail, armed forces and packaged goods that show a mix of TV and cinema spots. According to a 2007 study by the Cinema Advertising Council, in-cinema ad revenue grew 15 percent to $4.56 million in 2006 from $3.94 million in 2005, the latest data available.