• by Erik Sass  @eriksass1, June 11, 2013

The U.S. cinema advertising scene has long been dominated by two rivals -- National CineMedia and Screenvision -- but the landscape may be shifting as a third, smaller competitor, Spotlight Cinema Networks, muscles up with new executive hires and the creation of a dedicated marketing department.

Jerry Rakfeldt, who helped found Spotlight in 2010 and previously served as president, has been promoted to the newly created position of CEO. Ad sales and affiliate responsibilities are being consolidated under Michael Sakin in the newly created role of president, sales and exhibitor relations. Before joining Spotlight, Sakin previously served as senior vice president  of ad sales for Landmark Theatres -- a Spotlight affiliate -- and also oversaw Western and Midwest ad sales for Screenvision.

The company’s new marketing department will be headed by Christine DelGuidice-Kraemer in the new role of marketing director. She previously served as marketing director at Screenvision.

Spotlight, which is owned by Mark Cuban, Todd Wagner and AMG, represents theater chains including Landmark Theatres, Angelika Film Center and Laemmle Theatres. It offers advertisers access to upscale audiences seeking out independent films, foreign cinema and more sophisticated Hollywood productions.

This is not the first time an upstart company has looked to crack open an out-of-home ad market dominated by big incumbents in the last coupleof years. In April 2012, Titan launched a new division, Titan Air, to compete with Clear Channel Airports and JCDecaux Airport, Inc.

Since then, Titan has managed to sign up several midsized airports, including John Wayne Airport, in Orange County, CA and Westchester County Airport in New York, and also struck a deal with United Airlines making Titan the advertising sales representative for United media assets in airports across the U.S.