Truth be told, Screenvision wasn't expecting to be a part of this year's upfronts.
Last May, the national cinema advertiser announced it was going to be acquired by National CineMedia in a $375 million cash-and-stock deal. But, the Department of Justice's Antitrust Division intervened—it filed suit in November to block the merger, citing antitrust concerns—and the two companies abandoned merger plans in March.
That left Screenvision to go it alone, and the company gamely obliged during Thursday's upfront presentation at Manhattan's Skylight at Moynihan Station, unveiling new strategies to help its advertisers target moviegoers.
"We're all the way back to fully-staffed," said CEO Travis Reid.
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