National CineMedia, the in-theater advertising company, has recently hired a Screenvision executive to drum up new places where in-theater advertising/content could enjoy exposure, such as restaurants, retail outlets, shopping malls and outdoor venues.
In an ongoing pandemic, reach is a good thing.
This would include in-theater advertising/content appearing on NCM’s pre-movie 20-minute, "Noovie" show.
Due to massive U.S. theaters shutdowns this year -- full or partially closed -- movie-theater chains have taken a massive revenue hit. So has National CineMedia.
During its recent third-quarter reporting period, National CineMedia lost virtually all its revenue -- sinking to $6 million from $110.5 million for he same period in 2019. Operating loss increased 153.3% to $21.3 million. NCM sells cinema, digital and place-based media (in theater lobbies).
I have a better idea, should there be any takers: Theatrical advertising sales expertise needs to shift to new home-based TV and movie streamers. Yes, the places that are benefiting, in part, from theater closures.
This may be a bit crazy. Still, we hear a lot these days about the merging/converging of all kinds of media -- something which marketers desire, establishing easier ways to track messaging/engagement in an increasingly fractionalized marketplace.
To be fair, those big TV networks might not have the desire to hire media ad executives with a different media expertise.
Then again, maybe this kind of in-theater advertising support might be better suited to modest size ad-supported cable TV networks streaming platforms -- ones with big movies content but limited expertise off the TV screen.
Steve Sapp will have the title of senior vice president of digital out-of-home sales of National CineMedia, with the goal of extending movie-centric entertainment content, trivia and advertising beyond theaters to a variety of complementary venues.
Looking forward, the descriptor, out of home (OOH), might be a bit of misnomer. Maybe it should add: Out of Theater (OOT).