Six Flags Buys Time on Big Screens

DALLAS Amusement park operator Six Flags will advertise on the movie screens of AMC Entertainment, Cinemark USA and Regal Entertainment Group in a deal with National CineMedia, the sales and marketing arm of the three theater circuits.

The value of the deal was not disclosed. The three theater chains are the largest in the U.S., according to New York-based National CineMedia.

The agreement includes Six Flags-branded content segments that will run on select movie screens within a 150-mile radius of respective Six Flags parks. The theater operators estimate that about 60 million viewers will see the ads that will appear in June and July.

Theaters will also distribute Six Flags print promotions and coupons with movie tickets, and Six Flags will display posters, danglers and window cling displays in the lobbies, the company said.

Six Flags is headquartered in Oklahoma City, but its marketing arm is based in New York.

“Our agreement with National CineMedia and its network of theaters will enable us to market our brand and entertainment proposition to nearly 60 million people at the very moment they’re thinking about entertainment and fun ways to spend time with friends and family,” said Mark Shapiro, president and CEO of Six Flags.

Six Flags is currently seeking a creative agency to handle the account previously held by independent Doner of Southfield, Mich. The client recently hired WPP Groupe’s MindShare for media buying and planning.