Though it has historically attracted only a small portion of video ad dollars committed to television platforms, cinema ad firm Screenvision pitched media buyers and marketers at its upfront presentation Tuesday night with the notion that it delivers a far more attentive audience than any other video or digital alternative out there.
Whether media buyers and planners buy the argument remains to be seen as this year’s upfront marketplace begins to move.
Screenvision, which is the second-largest cinema ad firm behind market leader National CineMedia, is hoping to take advantage of the fact that NCM is in the process of emerging from bankruptcy proceedings. John Partilla, Screenvision’s CEO, said he believes the company will be able to get its ad revenue back to pre-pandemic levels due to that reality, as well as the fact that people are returning to movie theaters in large numbers again, based on growing box office receipts. He and chief revenue officer Christine Martino said forecasts predict 1 billion movie tickets will be sold in 2023, within 5% of the number in 2019 — and then 2024 is expected to surpass 2019.
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