John Partilla will head up Screenvision, the in-theater advertising company said Thursday.

He replaces Travis Reid, who left the company in May, to oversee theatrical distribution at Broad Green Pictures. Partilla was most recently the CEO of Olson, a digital ad agency, and worked there through its 2014 acquisition by ICF.

He has also held leadership roles at agencies and companies such as Dentsu Network West, Clear Channel Communications and Time Warner. He began his career at Young & Rubicam.

In a statement, Partilla praised Screenvision’s model of offering pre-show promotional messages.

“While other mediums fight declining ratings and are challenged by viewability and engagement issues, Screenvision has proven stability and impact with the most coveted audience in media– I fervently believe that the sun is rising for the sector and Screenvision,” he said.

Earlier this year, Screenvision’s hopes of merging with National CineMedia to create an in-theater marketing giant were dashed. The companies called off a planned union in the face of opposition from the federal government and a Justice Department lawsuit citing antitrust concerns.