Under a new agreement with major in-theater advertising firm National CineMedia, top exhibitors Regal and Cinemark will incorporate advertising just prior to the “attached” trailers bef…
The pact starts November 1 and will designate a single 30- or 60-second ad as a “platinum spot.” That ad will play immediately before the “attached” one or two trailers right before the feature.
In a conference call with Wall Street analysts, Lesinski called the announcement “the most significant strategic announcement since the company was founded in 2003.” He said AMC, the No. 1 U.S. circuit, is in active discussions to join the initiative. He said the effect of the changes will be to create a Super Bowl-like environment for brand messages.
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