When TV viewing is at its lowest—such as during the summer and on weekends—people are at the movies. This puts cinema advertising company Screenvision in a unique position to woo TV ad buyers at the company's first upfront on Wednesday.
Screenvision execs will announce at the presentation/party the company's plan to adopt the TV model of advertising, borrowing the concept of audience demographic guarantees, The New York Times reported.
Screenvision's chief revenue officer Jim Tricarico said in a statement that the company's new model "revolutionizes" cinema advertising by employing TV industry methods like "demo guarantees, seasonal pricing, show-parting and creative flexibility.”
Screenvision is the nation's second-largest cinema advertising company—second to National CineMedia—with 14,300 screens in more than 2,300 theaters.
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