• by Wayne Friedman , October 12, 2005

Mainstream media are discovering cinema. A day after the New York Times Co. unveiled plans to launch a new magazine to be distributed in movie theaters, Comcast Corp.'s E! Networks unit said it would begin using Screenvision's in-theater network to promote its E! and Style channels.

E! Networks as a content provider for its 20-minute pre-entertainment show that runs on 1,000 digital high-definition screens.

Content from E! Networks' E! and Style channels will be included in "Screenvision," a 20-minute program that rolls before movies on 1,000 digital high-definition screens in theaters. Segments from shows such as E!'s "Live from the Red Carpet" and "The Soup" will be added on monthly to the Screenvision show.

E!'s programming will be added to existing content deals with Discovery Networks and HBO. Screenvision has annual deals with those cable networks. Next year, "Screenvision" plans to get into 5,000 screens. Overall, Screenvision sells advertising time on 15,000 screens.

Overall, Screenvision is looking to grow its in-theater advertising, and already has 15 television clients including Discovery and HBO. Screenvision's in-theater advertising business has grown at the same levels or better than the industry overall. Annual advertising revenue for in-theater advertising is at $438 million--a 23 percent improvement over a year ago, according to the Cinema Advertising Council.

Jason Brown, senior vp of national advertising for Screenvision, says in-theater advertising is a perfect complement for TV networks and programmers. He says 85 percent of theater business comes from weekend sales--especially Friday and Saturday nights. That's where TV viewership levels are at their lowest--and where TV marketers can reach their viewers. Conversely, movie advertisers spend a lot of their marketing dollars on TV during the week--especially on Thursday nights, when studios are looking to drive TV viewers into the theaters on the weekends.

With its show "Screenvision," the company is competing with National CineMedia's "The 2wenty," as a similar pre-entertainment show which has been in existence for several years. Stu Ballatt, senior vp of marketing for Screenvision, says the difference is that its show is broken up to include commercial advertising as well as its slide trivia material, which, he says, research shows to be highly desirable among theater goers.

National CineMedia, the newly created venture of AMC Entertainment, Cinemark USA, and Regal Entertainment Group, is looking for digital distribution of "The 2wenty," as well, creating its Digital Cinema Network. In future years, National CineMedia's digital network will comprise approximately 10,500 North American theatre screens in 150 markets.