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LOS ANGELES Regal CineMedia and Sony Pictures Entertainment are expected to announce this week an integrated marketing partnership agreement making SPE the fourth player in what Regal calls its “2wenty” pre-show program, sources said.
The two-year pact, estimated by sources at $15-20 million, gives SPE a two-and-a-half minute block in each 20-minute pre-show for branded entertainment at Regal cinemas equipped with digital delivery systems. Regal’s other partners include NBC, Universal Pictures and Turner.
Cliff Marks, Regal’s president of marketing and sales in New York, said that by summer Regal would have equipped 5,300 of its 61,000 screens with digital delivery systems.
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