• by Erik Sass  @eriksass1, July 9, 2014

Cinema advertising network Screenvision is expanding its offerings for clients to include creative services with the launch of a new outfit, 40 Foot Solutions, which specializes in branded content and media programs centering on the big screen. The new division will focus on developing branded content and creating graphics and animation to amplify brands’ presence in Screenvision’s new Front & Center preshow packaged of entertainment and advertising.

One of 40 Foot Solutions’ first projects is a creative package for Lincoln Motor Company’s new 2015 Lincoln MKC small utility vehicle. The Lincoln campaign includes a new show part, “Showcase Encore,” featuring custom animation of the Lincoln MKC small premium utility automobile, which will begin appearing at Screenvision affiliate theaters nationwide in coming weeks and continue through mid-August.

Screenvision is also working on branded promotions for its mobile interactive partner SoundHound, including branded interstitials highlighting SoundHound’s audio recognition technology, which allows mobile users to engage with audio content using their mobile devices.

John McCauley, Screenvision’s executive vice president and chief managing officer for strategic alliances, explained that the new creative services group will help Screenvision compete with new and established video platforms: “As we continue to align with TV and the overall video marketplace, the need and value of robust creative solutions for our advertisers has grown significantly.”

Back in March, Screenvision unveiled “Front & Center,” touting the ability of the new preshow package to better showcase entertainment programming and ads. The new package runs 20 minutes and consists of three entertainment blocks, with advertising opportunities including custom branded content segments, sponsorship of show segments, music, trivia, the preshow, and custom promos and interstitials. 

Screenvision is currently in the process of being acquired by its main rival, National CineMedia, in a deal involving $375 million in cash and stock. The combined NCM-Screenvision network will include theater affiliates in nearly all 210 DMAs across the U.S., consisting of 3,900 theaters with over 34,000 screens, and a total annual audience of 1.1 billion moviegoers, including repeat impressions.