HOLLYWOOD — Onscreen advertising company Screenvision announced the acquisition of rival Val Morgan’s U.S. operations Monday.
Financial terms weren’t disclosed. But the deal gives Screenvision — which is jointly owned by media groups Carlton Communications and Thomson — a 54% market share of “rolling stock” cinema ads in the U.S.
Rolling stock, or onscreen commercials, are gaining increased acceptance domestically and are well established in Europe and other overseas markets.
Screenvision, which gained 1,750 screens in the Val Morgan transaction, services 13,500 U.S. screens with rolling stock ads; it services screens in all 50 states. Client exhibs include Loews Cineplex, Carmike Cinemas, Clearview and Hoyts.
The New York-based company has made several recent acquisitions to grow its market base, with the Val Morgan deal particularly strengthening its presence in the Northeast region.
“As a result of this acquisition, Screenvision can now deliver significantly increased penetration in important advertising markets like New York and Boston,” Screenvision CEO Matthew Kearney said.
Regal Entertainment, the biggest American movie chain, is building its own onscreen advertising network via the recently created division Regal Cinemedia. On Monday, Regal Cinemedia appointed former Wenner Media exec Dave Kupiec as exec veep of marketing and sales.
In addition to handling onscreen advertising, the Regal unit aims to facilitate the integration of alternative programming to Regal’s 5,900 screens nationwide. Such programming is expected to include live videocasts of sports events and concerts.