Screenvision, the second-largest cinema advertising rep firm, announced Tuesday (May 20) the addition of New Orleans-based Southern Theaters, adding 268 screens to its network. It’s the fifth exhibitor deal Screenvision has signed since the beginning of the year, offsetting in part contracts Lowes, Kerasotes and Goodrich signed with Screenvision’s sole competitor, National CineMedia.
Under the agreement, Screenvision will digitize of all of Southern Theatres’ 18 locations, increasing Screenvision’s digital screen count to about 7,000.
“This has been a tremendous time for Screenvision in recent months as we’ve continued to grow our exhibitor network with truly terrific partners in key DMAs,” said Darryl Schaffer, executive vp of exhibitor relations for Screenvision. Southern Theaters operates theaters across 15 markets, including Houston, Orlando, Charlotte, N.C. and Greenville, S.C.
In addition to Southern Theaters, Screenvision has signed agreements with Florida-based Frank Theatres, Dallas-based Movie Tavern, Detroit-based Emagine Entertainment and Indiana-based Great Escape Theatres, adding a total of 800 screens to its network of more than 14,000 screens in 2,300 theatre locations.
National CineMedia’s network has 17,100 screens.
Look for an in-depth story on cinema advertising in the Monday issue (May 26) of Out There, Mediaweek’s monthly section covering out-of-home media.