Screenvision has a deal with NASCAR in which the racing circuit will produce feature pieces for a pre-show loop -- and the in-cinema rep firm will be able to sell sponsorships of the content.
The 90-second pieces with race highlights, driver profiles and some behind-the-scenes footage will begin running next February, in advance of the 2010 NASCAR season. They will also serve as a promotional vehicle for NASCAR.
Screenvision controls inventory on about 15,300 screens in 2,400 locations. The company plans to target marketers with a link to NASCAR -- including those that are lead sponsors of cars -- to sponsor the branded-entertainment pieces. A brand could run a short spot before the NASCAR feature with a "brought to you by" billboard.
Terms of the deal were not disclosed. Sponsors are expected to also gain access to inventory on kiosks in theater lobbies and concession stands.
NASCAR Media Group will provide a new feature piece each month, year-round. NASCAR CMO Steve Phelps said the deal is aimed at offering "creative opportunities" for its sponsors.
NASCAR has provided brands with the ability to link with it in theaters before, notably in the film "Talladega Nights: The Ballad of Ricky Bobby."