Disney Channel Enters Cinema Advertising Venture

NEW YORK, May 30: Cinema
advertising outfit Screenvision has inked a deal with Disney Channel to promote
the cable network’s upcoming original movie Camp Rock, airing a 30-second spot in Screenvision’s Premium
Pod.

The Camp Rock campaign marks Disney Channel’s first foray into
cinema advertising. The ad began airing May 23 and will run through June 19
before all G- and PG-rated films, including Chronicles of Narnia: Prince
Caspian and Kung Fu Panda.

Debuting on Disney Channel
on June 20, Camp Rock stars
teen pop stars the Jonas brothers and centers on the summer happenings at a
prestigious rock camp.

“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,” said Michael Chico, the executive VP of sales and marketing at Screenvision.
“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.”

Richard Loomis, the senior
VP of marketing and creative at Disney Channel, added: “Camp Rock is a huge priority for the network and in order to
maximize the reach of the targeted kids and tween 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.”

Screenvision produces the only host-format entertainment
preshow in the cinema advertising industry, which airs across Screenvision’s HD
digital network of approximately 7,000 screens.

—By Kristin
Brzoznowski