National CineMedia, Microsoft strike cinema marketing deal | NCM Fathom Events brought "The Nutcracker" to theaters in 3D | U.S. theaters to screen John Lithgow in English play "The Magistrate"
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January 9, 2013
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National CineMedia, Microsoft strike cinema marketing deal
Microsoft has signed a two-year marketing pact with National CineMedia to promote Windows Phone 8 via cinema ads as well as interactive displays in theater lobbies. The long-term deal is a first for NCM, and analyst Paul Lindstrom of Nielsen says it could represent a "tipping point" for big-screen advertising. "Once somebody recognizes the value, other brands will start taking a more serious look," he added. NCM marketing chief Cliff Marks says he thinks that "Microsoft will show that in-cinema branded entertainment is not just something being talked about -- it's being done, and done well." Adweek (1/7)
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Cinema Market News
NCM Fathom Events brought "The Nutcracker" to theaters in 3D
A performance of Pyotr Ilyich Tchaikovsky's Christmas-themed ballet "The Nutcracker" at Russia's historic Mariinsky Theatre was brought to U.S. cinema audiences in 3D last month. The presentation, from NCM Fathom Events and More2Screen, gave people "the chance to see and hear Russia's premier opera company in a way they couldn't at home," writes Kelly Jane Torrance. "Few Americans will ever find themselves in Russia. Seeing a three-dimensional performance straight from Russia's cultural capital in your own city or town is certainly the next-best thing," she writes. The Examiner (Washington, D.C.) (12/23)
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U.S. theaters to screen John Lithgow in English play "The Magistrate"
Tony winner and Oscar nominee John Lithgow is the star in a performance of the 1885 English farce "The Magistrate" that's coming to select theaters across the U.S. beginning this month. The National Theatre in London is behind the production of the play and its distribution in the U.S., as part of its National Theatre Live program. Broadway.com (1/8)
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Marketing Trends
Box office breaks record with $10.8 billion in 2012
The nationwide box office topped $10.84 billion in 2012, rising 6.6% from 2011 and exceeding the previous high of $10.59 billion in 2009. The ticket sale total of 1.36 billion was also impressive, analysts said. "The shift to digital projectors in a majority of theaters allowed operators to quickly add additional screens for the blockbusters to meet demand from advance ticket sales. And the growth of social media has helped to feed demand to see the biggest blockbusters in theaters," writes Chris Isidore. Entertainment Weekly/Inside Movies blog (12/31), CNNMoney (1/2)
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Major box office successes are also likely Oscar nominees:
Public sentiment seems to be in line with critical acclaim this year, with several of the top grossing films on the likely list of Oscar winners. Among the popular and praised movies are "Lincoln," "Argo," "Les Miserables" and "Django Unchained." USA Today (1/1)
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Campaigns and Strategies
Tenn. author promotes his novel with a "book trailer"
Tennessee-based author Paul Parsons is promoting his novel "Baden-Powell's Beads" with a 45-second clip that's designed to look like a movie trailer -- and it's being shown in local theaters. Sketch Creative, a Franklin, Tenn.-based video and motion graphics production company, produced the clip, and Screenvision distributed it to theaters in Franklin and in Memphis, where part of the book is set. "When you watch it, you swear this is going to be in the theater next month, but then the book cover flashes on the screen. But I think it's a good confusion, because it entices the audience to give the book a chance," Parsons said. The Tennessean (Nashville) (tiered subscription model) (12/8)
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Virgin Atlantic takes flight of fancy with new ad
Virgin Atlantic is looking to bring back some of the glamour of airline flight with new ads styled as that tell the superhero-like back stories of airline employees. The singularly talented employees "are a welcome splash of red in a weary world of gray," according to the movie trailer-like voiceover. The ad has cinema, television and online versions. Adweek (1/2)
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Technology
High frame rate of "The Hobbit" dates back to 1970s
The high frame rate technology recently associated with "The Hobbit" is nothing new, Russell Brandom writes. Its origins date to 1978, a small Paramount lab headed by Douglas Trumbull and a bid to build a more realistic flight simulator. This article details his struggles in trying to use the technology for the 1983 film "Brainstorm." The Verge (1/2)
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Former AOL, Neustar exec is appointed COO of MPAA
Diane Strahan, who has worked at companies such as AOL, MCI and, most recently, Neustar, has been appointed chief operating officer of the Motion Picture Association of America. "Technology, innovation, industry alliances and audience engagement play increasingly important roles as the motion picture and television industry continues to advance into a new era. Diane's leadership talent will be a major asset for the MPAA," said Chris Dodd, chairman and CEO of the association. TheWrap.com (1/4)
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SmartQuote
It is wise to keep in mind that neither success nor failure is ever final."
-- Roger Babson,
American entrepreneur and business theorist
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