In an effort to strengthen its presence in the alternative content arena, in-theater advertising firm Screenvision has partnered with the New York Philharmonic to screen tuner “Company” in multiplexes nationwide starting June 15.

The Screenvision-Philharmonic partnership, along with Ellen M. Krass Prods., is meant to capitalize on built-in fanbases for the show, a key strategy for alternative players.

Darryl Schaffer, exec VP of exhibitor relations at Screenvision, credited “Company,” as the next major get for Screenvision, which has been aggressively ramping up its alternative programming with live music programs and interactive film screenings.

Screenvision chooses programming carefully. “We’re very selective with what programming we take,” Schaffer said. “Fanbase is key.”

With “Company,” Schaffer said the combined popularity of the Philharmonic and composer-lyricist Stephen Sondheim makes Screenvision’s newest alternative outing an ideal candidate for wide theatrical play.

“Company,” which bowed April 7 at Lincoln Center’s Avery Fisher Hall in Gotham, features a cast including Stephen Colbert, Jon Cryer, Neil Patrick Harris, Christina Hendricks and Patti LuPone.

Screenvision plans to debut “Company” at more than 500 locations in North America with four shows per location. Ticket prices will average $18.

Schaffer said Screenvision will work with individual exhibs to secure in-theater promotions for the event, as well as whether to extend “Company” beyond its planned four-show engagement.

In other news, Screenvision announced this week that it has hired Mark Mitchell to fill the company’s newly-created role of chief revenue officer. The brand new position further emphasizes Screenvision’s commitment to alternative out-of-home media opportunities, with Mitchell leading revenue generation from national, regional and local advertising for these initiatives.