MUMBAI: Disney channel and Screenvision, an international cinema advertising agency, have signed an agreement to promote the cable network’s upcoming movie “Camp Rock,” starring teen pop sensations the Jonas Brothers.
The movie will be officially aired on 20 June. As a part of the agreement, a 30-second spot in Screenvision’s Premium Pod will be dedicated to the movie. Screenvision offers ad placements before the previews. The ad will be run until 19 June before leading G (general audiences accepted) and PG (parental guidance suggested) rated films including ‘Chronicles of Narnia: Prince Caspian’ and ‘Kung Fu Panda.’
Screenvision’s cinema advertising network comprises 14,000 screens across 2,300 theatres and reaches 92 per cent of US. Screenvision produces host-format entertainment preshow which is aired across Screenvision’s digital network of approximately 7,000 screens.
Screenvision executive VP sales and marketing Michael Chico said, “We’re thrilled that Disney Channel is working with us to help promote ‘Camp Rock’ and have chosen to run their spot in our Premium Pod. Through our Premium Pod we’re able to offer marketers such as Disney Channel, prime advertising real estate, with the maximum exposure possible in cinema in terms of available audience for viewing. This is a great way for Disney Channel to first experience the power of cinema advertising.”
Disney Channel senior VP (marketing and creative) Richard Loomis said, “Camp Rock’ is a huge priority for the network and in order to maximize the reach of the targeted kids and teen audience during the summer timeframe, we will reach them in one of the main places they will be – at the movies. With Screenvision’s Premium Pod, we feel we are best able to optimize our advertising in cinema.”
The movie’s story talks of a teen girl named Mitchie Torres who eagerly wants to spend her summer at a prestigious rock camp, but can only do so if she works in the kitchen as one of the cooks. Later she‘s overheard singing, but not seen, by a teen pop star at the camp, he is completely mesmerised and sets out to find the girl behind the beautiful voice. But the girl must confront her fears and step into the spotlight.
Screenvision’s new deal with Disney Channel follows other partnerships with television brands including MTV, ABC Family, ABC Network, E!, Fox Home Entertainment, HBO and Showtime Networks.
