Sprint and National CineMedia, operator of the largest digital in-theatre network in North America for cinema advertising, alternative entertainment and events, have entered into an exclusive, multi-year agreement to promote courtesy in movie theatres through a series of public service announcements reminding moviegoers to silence their cell phones and refrain from texting during feature films.
The campaign will be created by Goodby, Silverstein & Partners in San Francisco and placed through Mindshare/Kinetic in New York. The spots will be seen on more than 14,300 screens in over 1,100 AMC Entertainment Inc., Cinemark Holdings Inc. Inc. and Regal Entertainment Group movie theatres beginning in October 2008.
“This partnership represents a tremendous opportunity for Sprint and an exciting extension of our proven success with cinema,” said Simon McPhillips, Media Director with Sprint. “Sprint customers enjoy getting whatever they want whenever they want it via the Now Network, but theatre audiences everywhere appreciate a courtesy reminder with a relevant and positive message about appropriate cell phone usage.”
“We are thrilled to have Sprint join NCM as our exclusive courtesy partner to help us preserve the movie going experience,” said Cliff Marks, president of sales and chief marketing officer with National CineMedia. “Cell phone courtesy continues to be a key priority for our movie theatre circuits and audiences alike, and people are very receptive to these types of messages.”
Through its FirstLook digital entertainment and advertising pre-feature program, Lobby Entertainment Network (LEN) and other promotional products, National CineMedia provides advertisers with multiple ways to interact with movie theatre patrons. Designed with the audience in mind, FirstLook showcases behind-the-scenes features from A&E Television Networks, Discovery Communications, NBC, Sony Pictures Entertainment, Turner Broadcasting System, Universal Studios, Walt Disney Studios Home Entertainment and Warner Bros.
