Around the Net

Kraft Heads to Big Screen as Part of Cinema-Ad Deal

Ad Age, Sunday, May 2, 2010 11:27 PM

As part of a new multimillion-dollar deal with National CineMedia, food behemoth Kraft is becoming the first food marketer to create unique long-form in-cinema commercial content. Kraft just debuted a series of two- to three-minute branded-entertainment vignettes for brands such as Oscar Meyer Lunchables, Ritz crackers and Cadbury's Stride Gum. The latter represents the first media buy from the newly merged Kraft-Cadbury.

The Kraft deal could be a "game changer" for cinema, which has typically run repurposed versions of marketers' existing 30- or 60-second commercials, said Cliff Marks, president of sales and marketing at National CineMedia, which sells ads for theater chains such as AMC, Cinemark and Regal. National CineMedia, which represents more than half of the cinema ad market, grew ad revenue to $335.1 million in 2009 from $330.3 million in 2008.

Read the whole story at Ad Age »

ad buys, cinema, out-of-home

Next story loading