Ad reels begin with E!

Screenvision pacts with net to produce movie pre-show segs

Continuing to try to make pre-show ad reels more palatable for moviegoers, Screenvision is partnering with E! Networks to produce monthly Hollywood gossip segments to include in its programming. Move takes advantage of the company’s efforts to convert the screens it serves from static slide show to digital projection systems.

Along those same lines, Screenvision launched Halloween-themed content, dubbed “Screamvision,” which includes music and clips from famous horror pics.

Screenvision chief exec Matthew Kearney said both efforts reflect the company’s “commitment to producing an entertaining pre-show.”

E! segments will be updated monthly and drawn from existing programs, including “Live From the Red Carpet,” or feature its talent roster such as “The Soup” host Joel McHale. Content will also be produced specifically for the Screenvision programming. For November, E! will deliver a piece featuring Isaac Mizrahi that will also promote the designer’s new Style Network show “Isaac.”

E! senior VP of marketing Suzanne Kolb said, “Screenvision and E! share a similar audience — fans of entertainment and celebrity news. By featuring E! segments in Screenvision’s digital pre-show, we are sure to enhance the audience’s time at the movies.” “Screamvision” is sponsored by Samsung Wireless to promote its new a940 cell phone.

Because the show is delivered digitally, Screenvision is able to tailor two different versions: a kid-safe version to be played ahead of G- and PG-rated films and a “Horror Masters” program for PG-13 and R films.

While exhibs are determined to make pre-show blurbs a regular part of moviegoing, they are focusing more intensely on delivering content that auds actually like. “I think it’s very dangerous to consider a member of the audience captive,” Kearney said. “He’s a person who’s ready and willing to be entertained.”

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