In-theater advertising firm expands theater ad biz

In-theater advertising firm Screenvision has inked a two-pronged deal with digital cinema provider Cinedigm, acquiring the latter company’s cinema advertising division, UniqueScreen Media, as well as partnering with Cinedigm to leverage alternative content efforts.

Through the UniqueScreen buy, Screenvision expands its advertising network to 15,266 screens, with a digital footprint of 10,622.

Both Screenvision and Cinedigm will take part in potential revenue shares from the alternative content partnership. (Cinedigm has been increasing its presence lately within the alternate and distribution realm; company recently distribbed Sarah Palin docu “The Undefeated.”)

“Our exhibitor partners see the pact between Screenvision and Cinedigm as a way for more content to reach audiences,” Screenvision CEO Travis Reid told Variety. The partnership “really enlarges our digital footprint, which has become more important in areas like content deals.”

According to Reid, UniqueScreen focused primarily on local advertising in the South and Midwest, while Screenvision mostly deals with national companies.

Cinedigm CEO Chris McGurk said the deal helps Cinedigm focus on alternative content: “We’re selling a non-core business, and in turn, we’re allowed to focus our resources on alternative content marketing and distribution.

“Given Screenvision’s leadership position in cinema advertising, this agreement gives our exhibition partners a stronger advertising platform,” McGurk added.

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