Screenvision, a Technicolor Cinema Advertising Company, will unveil the cinema version of the annual events known to advertisers as "upfronts." The cinema upfronts, scheduled for February and March in
New York, Los Angeles, Chicago, San Francisco, Detroit, and Boston, will be the first ever for the cinema advertising industry. Each upfront presentation will provide pertinent information about
upcoming films and how advertisers can most effectively book on-screen advertising opportunities from available inventory. As opposed to the day-long broadcast upfronts, the cinema presentation will
last around an hour, and will take place in a local movie theatre, showcasing first hand the impact of the cinema experience.