Cinema rep firm Screenvision announced Monday (Oct. 6) a new long-term contract with Reading International. Since the beginning of the year, Screenvision has signed a number of exhibitor deals in part offsetting distribution losses from theater chains such as Lowes and Kerasotes, that signed with Screenvision’s main competitor, National CineMedia.
Under the agreement, Screenvision has the exclusive screen advertising sales representation rights for Reading’s U.S.-based City Cinemas brand, Reading Cinemas brand and Consolidated Theatres brand movie theatres in New York, San Diego and Honolulu. With Reading’s 19 theatres and 207 screens, Screenvision’s cinema network now exceeds 14,500 screens across more than 2,300 theatres reaching 92 percent of all U.S. markets.
Screenvision also plans to install its satellite-based digital network in all City Cinemas, Reading Cinemas and Consolidated locations. The New York City screens are scheduled to go live by the end of 2008 with the remaining screens scheduled to be digitized by first quarter 2009, bringing Screenvision’s digital network to a total of more than 7,000 screens.