U.S. digital cinema advertising firm Screenvision has scored a coup by wresting the contract for Marcus Theatres, the country’s seventh-biggest cinema chain, from its arch-rival National CineMedia.
The deal, covering 675 screens across 55 sites, gives Screenvision exclusive rights to the entire pre-show advertising schedule at the Marcus sites.
Marcus operates in Illinois, Minnesota, Ohio and Wisconsin, with a major presence in Chicago and Minneapolis. The chain is embracing digital technology, for example by recently ordering 13 new RealD systems for exhibiting digital 3D films.
The advertising deal with Marcus means Screenvision now has access to a total of more than 15,300 screens, including 14 of the top 20 cinema chains, in 194 different U.S. markets.
Screenvision also recently signed up United Entertainment Corporation, which has more than 100 screens, and Studio Movie Grill, which runs 46 screens on a combined cinema-restaurant model in the Texas cities of Dallas and Houston.