• by Paul Gough , January 7, 2003

Turner Broadcasting System Inc. and Regal CineMedia Corp. announced an agreement Monday for Turner to provide preshow programming at many of Regal’s 5,700 screens across the country.

Terms of the multiyear agreement weren’t disclosed. But it’s similar to a programming deal Regal announced last October with NBC Entertainment. The programming, which will be available in 12 markets by the end of the month, will expand to about 80% of Regal’s screens by the end of the year. The company owns Regal Cinemas, United Artists Theaters and Edwards Theatres in 36 states.

The 20-minute block will include two-thirds programming (in three-and-half-minute segments) along with one-minute commercial segments. Programs would include behind-the-scenes looks at popular shows like The Tonight Show and Friends. Short-form content from Turner would include Cartoon Network and Turner Network Television. The content won’t be reruns; it will be either new or repurposed into a new format.

Regal CineMedia Corp. President Cliff Marks said the capability is being made possible by Regal’s $67 million investment in a digital content network that will allow it to send content and commercials to theaters via satellite. Marks said the preshow content can target certain theaters and demographics, or by state or ZIP code.

“If we made a deal with an automotive client, we could send [minivans] ads to PG movies [screens], sedans to PG13s and SUVs to R movies,” he said.

“What we’ve essentially built is a network that is hooked up by satellite to let marketers use us like no one’s ever used a theatre company,” he said.

It’s a capability that extends beyond the movie screen. Marks said Regal is tying in promotional opportunities in the lobby, via plasma screens and sampling.

Marks said it makes sense for Regal to partner with TV, as television has always been a Monday-Thursday medium and the cinema a weekend medium.

“We’ve created a comfortable relationship with two broadcasters who we know bring a lot of great content and a comfort level. When you sit down and you see something that’s produced by TNT, you know what to expect. When you see something that’s produced by NBC, you know what to expect. There’s a real comfort with these brands,” he said.

Two other programming deals, with nonbroadcasters, will be announced within the next two weeks, Marks said.