Screenvision, a theatrical advertising firm, is divvying up its shares as part of a purchase agreement with companies including Shamrock Growth Fund, Technicolor and Carmike Cinemas.
ITV, a half-owner of Screenvision along with Technicolor, will sell its share to Shamrock. Technicolor also will sell part of its ownings to Shamrock, but plans to retain a minority share holding while providing the company with film and digital services.
Carmike will end up with a 20% interest in Screenvision. Both companies extended their existing partnership to include a 30-year term agreement.
Shamrock, an investment org from the Roy E. Disney family, will now hold majority stock in Screenvision.
“Screenvision is a compelling advertising buy given its captive audience reach … and its expansive sales offerings,” Shamrock managing director Stephen Royer said in a statement.
Screenvision provides on-screen advertising and in-lobby promotions for 2,500 U.S. theaters, totaling more than 15,000 screens. The company also services some 150 theatrical circuits, including 10 of the top 15 Stateside exhibs.
Darryl Schaffer, exec veep of exhibitor relations for Screenvision, described the long-term deal as an opportunity “to support its exhibitor partners with leading-edge cinema advertising solutions.”
Screenvision provides services for 3D advertising as well as interactive gaming through a mobile platform.