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History Channel swings Loews cross-promo pact

Deal is first in series of promo partnerships with net

The History Channel has inked a yearlong cross-promotional partnership with Loews Cineplex, kicking off today when Loews CEO Travis Reid hosts a special episode of the cabler’s “Modern Marvels” series.

Pact is the first in a series of strategic promotional partnerships History Channel will unroll throughout next year.

“We are excited to work with Loews, who will provide us with a multitude of promotional opportunities through their theaters and marketing channels,” said History Channel senior VP of marketing Michael Mohamad. “Nothing is more dramatic than history, and what better way to marry the two than by partnering with Loews.”

“Modern Marvels: Movie Tech” will feature an interview with Loews VP of projection and sound John Wolski and showcase technological advancements in film production, projection and sound over the last century. History Channel will also air a two-minute Loews promo celebrating the 100 years of Loews history directly following the episode.

Loews, meanwhile, will support the cabler’s upcoming programs with promotion onscreen and in theater lobbies via posters, stands and video spots.

“Loews moviegoers have come to expect compelling entertainment experiences,” said Loews marketing senior veep John McCauley. “By partnering with the History Channel and reaching out to their loyal viewers, we are able to extend our brand and share our rich history and passion for movies to a broader audience.”

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