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Talks of a merger between movie theater advertising powerhouses Screenvision and National CineMedia (NCM) broke down 14 months ago. A little over a year later, the companies are going their own ways, each holding upfront presentations to pitch ad buyers on what advertising to millennial moviegoers can mean for brands.
At a jam-packed presentation last week at New York's Moynihan Station, Screenvision CEO John Partilla spoke about the captive audience and immersive experience cinema delivers, something he feels TV has struggled to achieve lately.
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