screenvision cinema advertisingdl.mapinfogroup1.com/session-pdf/4g_lauren_zweifler.pdfinteractive...

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ScreenvisionCinema Advertising

Media Research Use of MapInfo

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Screenvision OverviewOverview of Screenvision Cinema Network

Screenvision Research Resources

Why Use MapInfo?� Various Sales Forces – Varying Needs

– Local, Regional, National

� Screenvision Networks within the Network

– National Platform= All theatres

– College Network = Targets Screenvision’s Theatres On/Near College Campuses

� Location Based Businesses/National Advertisers

– Supports Habits around Movie-going

Case Studies

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Screenvision Cinema Network: What is Screenvision?

• A Cinema Advertising Medium that integrates messages from National, Regional and Local Marketers� Ability to target the movie-going consumers

� Custom, creative media/marketing offerings

– On-Screen / Off-Screen (Lobby)

• Commitment to Our Audience:� Engaging preshow that makes a positive contribution to the

movie-going experience

� High-quality entertainment and high-quality advertising

� Exceptional image and sound

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CHICAGO

NEW YORK

Screenvision CompositionLOS ANGELES

LOS ANGELES

550+ million admissions annually

2,300 movie theatres

Over 14,000 screens

All 50 U.S. States and 92% of U.S. DMAs

65% Top 50 DMA audience delivery

68% A/B County audience delivery

150+ exhibitors under long-term contract

13 of the top 20 U.S. exhibitor companies

Premiere theatres

Source: Screenvision internal list as of 6-01-08.

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Screenvision Cinema Network:Distribution

Screenvision Represents 157 Exhibitors, Screenvision Represents 157 Exhibitors,

including 12 of the Nationincluding 12 of the Nation’’s 15 Largest Circuitss 15 Largest Circuits

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The Screenvision Preshow Delivers Unique Opportunities For Advertisers

Traditional spots

Long-form advertising

Programming sponsorships

Segment sponsorships

Product Integration

Interactive marketing & promotion

Custom integrated media solutions

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Hollywood Offers Untapped Impressions for Your Media Plan

2008 projected admissions show an increase of +4% over the past 4 years

Cin

em

a A

dm

iss

ion

s (

Billio

ns

)2

00

5-2

00

8

Sources: MPAA 2007 U.S. Theatrical Market Statistics; 2005-2007 admissions based on NATO average ticket prices; 2008 projections based on prior year.

1.3 761.3 95 1.400

1.43 5

2005 2006 2007 2008

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As Advertisers Recognize Our Value, Cinema Is Growing Quickly

Cinema posted +15% YOY growth in 2007

Cinema media growth in 2007 was second only to Internet media

2007 cinema ad revenue data will be released in June 2008

% Change in Ad Revenue

2007 v. 20062 0 .0%

-3 .0% 0.1%

9.0%

15 .0%

Print TV OOH Cinema Internet

Sources: Cinema Advertising Council, 2007: ad revenue for CAC members only, does not include beverage category advertising. Jack Myers Media Business Report, Sept. 17, 2007

CAC Member Ad Revenue

(mil l ions)

$1 86

$ 273

$368$395

$4 76

2002 2003 2004 2 005 20 06

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Big Brands Are Driving Screenvision Growth

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Screenvision Cinema Advertising Research Resources

Screenvision leads the industry in using third-party research to make cinema advertising accountable to advertisers:• Nielsen Currency

• IMS Reach and Frequencies

• Theatrical Entertainment Services

• Nielsen Entertainment Post Campaign Performance

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Screenvision Third Party Measurement

• Nielsen Cinema Audience Report� The medium’s currency: audience size and demographics of

moviegoers

• ims Media Solutions� Software systems that include measurement from various media.

The allows the marketplace to view Cinema’s Unduplicated/Unique audience and media mix modeling (the Reach and Frequency of a campaign across mediums)

• Mediamark Research (MRI) / Simmons� The product/service consumption of Moviegoers

� The Psychographics and Habits of MoviegoingConsumers

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CinemaSyndicated Research

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ScreenvisionConsumer/Primary Research

Advertiser’s Campaigns

� Standard on-screen ads

� Impact of multi-element media buys e.g. on screen commercial with in-lobby promotion

Preshow

� Overall Likeability of all Elements

� Long Form Advertising value with on-screen ad

� Product Integration

Marketplace Studies

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Screenvision Cinema Network Why MapInfo?

Support Various Screenvision Sales Forces

• Local, Regional, National Information to Clients

Screenvision Networks

• College

Mapping For Placed Based Businesses/Advertisers

• Movie Attendance Patterns

• Activities Surrounding Movie-going

• Goals of Advertisers using Cinema e.g. How many of my locations are within 10 miles of a Screenvision movie theatre?

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Screenvision’s Indiana CoverageTotal Theatres: 38

Total Theatres In A/B Counties: 15

Total Screens: 263

Weekly Admissions: 127,247

Monthly Admissions: 562,431

Source: 2008 MapInfo (TargetPro 4.7 and Professional 7.8), Screenvision internal theatre list and average weekly admissions as of 1.18.08; monthly admissions calculated by multiplying weekly data by average number of weeks in a SV flight from 2007 (4.42).

AMC TheatresBFTG Property ManagementCarmike CinemasCinema ProductionsGreat Escape TheatresHogan CommunicationsNorth Park CinemasNeighborhood CinemasRave Motion PicturesStarplex CinemasE

xh

ibit

or

Pa

rtn

ers

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7% 7% 8 % 7%

24%

29%

19%

Monday Tuesday Wednesday Thursday Friday Sat urday Sunday

Movie Attendance During the Weekend

Nearly three-quarters of movie-going occurs Friday through Sunday

Sources: Cinema Audience Report interview questions, 2007 Full Year, Base: P12+ past week moviegoers

Share

of

Attenda

nce:

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Movie Attendance During the Weekend

Nearly three-quarters of movie-going occurs Friday through Sunday

Sources: Cinema Audience Report interview questions, 2007 Full Year, Base: P12+ past week moviegoers

Share

of

Attenda

nce:

28 %

72%

0

0.5

1

Monday-Thursday Friday-Sunday

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Nearly 75% of JC Penney Stores Are Located Within 10 Miles of a Screenvision Theatre

• There are 1,108 (47%) SV theatres and 8,230 (56%) SV screens within 5 miles of JC Penney

• There are 1,583 (67%) SV theatres and 11,692 (79%) SV screens within 10 miles of JC Penney

• There are 649 (61%) JC Penney stores within 5 miles of Screenvision theatres

• There are 772 (73%) JC Penney stores within 10 miles of Screenvision theatres

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SOURCE: 2006 MapInfo (TargetPro 4.7 and Professional 7.8), Screenvision theatre locations from internal list as of 1/5/07(2,364 Screenvision Theatres, 14,793 screens). 1,056 JC Penney stores from client list.

Screenvision Theatres

JC Penney Stores

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Modell’s Stores and Screenvision Theatres

• There are 217

Screenvision

theatres and

1,964 screens

within 10 miles

of Modell’s

stores in the

upper East

Coast region

Source: 2007 MapInfo (TargetPro 4.7 and Professional 7.8). Based on Modell’s Sales proposal as of 1.8.08, theatre list provided internally.


Modell's Stores

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• There are

13

Screenvisi

on theatres

and 200

screens

within 10

miles of

Modell’s

stores in

this region

Source: 2007 MapInfo (TargetPro 4.7 and Professional 7.8). Based on Modell’s Sales proposal as of 1.8.08, theatre list provided internally.


Modell's Stores

D.C. Modell’s Stores and Screenvision TheatresD.C. Modell’s Stores and Screenvision Theatres

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Sources: 2008 MapInfo (TargetPro 4.7 and Professional 7.8), Screenvision theatre locations from internal list as of 4/1/08 (2,166Screenvision theatres, 13,449 screens, not including AMC Loews). 221 Military Base locations from www.military.com

Screenvision Theatres around Military Bases

There are 102 theatres and 779 screens within 5 miles of a military base

There are 261 theatres and 1,864 screens within 10 miles of a military base

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Military Bases

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Sources: 2008 MapInfo (TargetPro 4.7 and Professional 7.8), Screenvision theatre locations from internal list as of 4/1/08 (2,166Screenvision theatres, 13,449 screens, not including AMC Loews). 221 Military Base locations from www.military.com

More than 60% of Military Bases fall within 10 Miles of a SV theatre

There are 75 military bases within 5 miles of a SV theatre

There are 143 military bases within 10 miles of a SV theatre

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Military Bases

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Screenvision Reaches The College Market

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College Partners Include:

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Big Screen Advertising With Screenvision

• Advertising platforms that meets the needs of local, regional and national marketers

• Research that illustrates Screenvision’s strengths in cinema and supports advertiser’s goals

screenvision cinema advertisingdl.mapinfogroup1.com/session-pdf/4g_lauren_zweifler.pdfinteractive...

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