Chevy to ramp up cinema advertising in appeal to younger drivers | Screenvision, Reelz extend preshow agreement | Cinema events celebrate popular TV series
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March 13, 2013
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Chevy to ramp up cinema advertising in appeal to younger drivers
General Motors' Chevrolet brand is planning to step up its in-cinema advertising and build on its "Find New Roads" theme as it tries to reach a younger generation of drivers, said GM Chief Marketing Officer Alan Batey. The ads will run on Screenvision's network of more than 14,000 screens. "We haven't done much in the cinema space, but the distinctive look and personality of the new creative makes great use of emotion and music. We're pretty excited about it," Batey said. BrandChannel.com (2/18), MediaPost Communications/Marketing Daily (2/12)
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Cinema Market News
Screenvision, Reelz extend preshow agreement
The ReelzChannel cable network will continue to provide content for Screenvision's cinema preshow "The Limelight" under a renewed accord between the two companies. Screenvision notes that the REELZ content is popular with audiences, rating highly among the various elements on the "Limelight" card. Rapid TV News (U.K.) (3/5), Cynopsis.com (3/4)
Cinema events celebrate popular TV series
Portions of this year's PaleyFest, a celebration of great TV series, are being shown on cinema screens this month. Question-and-answer sessions for the popular shows "The Walking Dead" and "The Big Bang Theory" allow theater audiences at more than 500 venues nationwide to take part. USA Today/Pop Candy blog (2/13)
Screenvision adds executive staff
Screenvision has signed on four new executives. MTV sales veteran Katy Loria is the new senior vice president for national sales, and former Viacom sales executive Lisa O'Keefe is now Screenvision's account executive. Turner Broadcast's Matt Arden has become vice president and creative director, and Current TV's Darren Finnie is the new vice president for ad sales marketing. FilmJournal.com (2/20), Advertising Age (free access for SmartBrief readers) (2/27)
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Marketing Trends
"Life of Pi" among Oscars winners basking in post-awards glow
"Life of Pi," the Ang Lee-directed film that took home four Oscars this year, saw a 43% jump in its box-office haul the week following the Feb. 24 Oscars telecast. "Argo," which took home the Best Picture award, saw a 21% increase, despite having already been released on DVD. "An Oscar is apparently worth its weight in gold," writes Pamela McClintock. The Hollywood Reporter (free content) (3/3)
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Campaigns and Strategies
Taco Bell introduces 3D cinema ad for its Cool Ranch Doritos tacos
Taco Bell, as part of a national rollout of its new Cool Ranch Doritos Locos Tacos, ran a 3D cinema spot this past week on NCM Media Networks' FirstLook preshow. The ad, by Draftfcb, is also airing on 2D screens, and features an exploding Cool Ranch chip morphing into the new tacos. "NCM is America's No. 1 reach network on weekends, so it is the perfect way for Taco Bell to reach their target adult 18-to-34 audiences while they are enjoying a night out at the movies," said NCM's Cliff Marks, who is also president and chairman of the Cinema Advertising Council. QSRWeb.com (3/7), Los Angeles Times (tiered subscription model) (3/7)
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Technology
Dine-in cinemas pose challenges but can pay off
Running a dine-in cinema involves a big step up in personnel and logistics -- its essentially like adding a restaurant. It can pay off, however, and more venues are taking up the practice nationwide, according to this article. "Most traditional theaters, their per-head expenditure on concessions is anywhere from $3 to $6. With us, it's over $18. We can keep our overhead low and our profits can be high," said Fred Schoenfeld, who operates one such early convert to the concept in Portsmouth, Va. The Wall Street Journal (tiered subscription model) (2/28)
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CAC News
Advertisers take note: People still love going to the movies
The U.S. box office hit $10.83 billion in 2012 -- its best year yet, writes Cliff Marks, sales and marketing chief at NCM Media Networks and president and chairman of the Cinema Advertising Council. Interest in movies is as strong as ever, according to Nielsen NRG's 2012 American Moviegoing report, and advertisers should take note that the movie-going audience is "engaged, enthusiastic, social, mobile and waiting to be entertained," Marks writes. Read more.
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SmartQuote
Scientific progress makes moral progress a necessity; for if man's power is increased, the checks that restrain him from abusing it must be strengthened."
-- Anne Louise Germaine de Staël,
Swiss author
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Established in 2003, the Cinema Advertising Council is a national non-profit trade association which serves cinema advertising sellers, the theatrical exhibition community and the advertising community, acting as a central source of information for the industry.

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