Screenvision announces new Long-Term agreement with Bow Tie Cinemas

posted by Taxi on December 3, 2009 at 7:45 am

Bowtie Cinemas up until recently proudly proclaimed “No Commercials” in all their advertising. This had been the best thing about Bowtie Cinemas, but now it appears they have struck a deal with Screenvision to bring pre-show entertainment and advertisements to there cinemas. Hopefully they will use this new revenue stream to update their complexes.

As part of the agreement, Screenvision holds exclusive screen advertising sales representation rights for Bow Tie’s early and late preshows. The deal also provides Screenvision with the rights to sell in-lobby screens and promotions. Bow Tie Cinemas has a large stake in screens across top markets nationwide, with 67 percent in the top 20 DMAs, including New York, Denver and Baltimore.

“The top notch quality and compelling content within Screenvision’s digital preshow, along with their reputation as leaders in technology and service within the cinema advertising community, have made Screenvision a natural partner for Bow Tie,” said Joseph Masher, CEO of Bow Tie Cinemas. “We anticipate that this new deal and the digitizing of our screens will lead to a more rewarding, entertaining, and high quality experience for all our moviegoers.”

Now a question, has anyone’s movie going experience been made rewarding or more entertaining due to ads shown on screens?

Read the full story at Box Office.

Comments (27)

markp on December 3, 2009 at 9:17 am

I dont know of anyone who has had a better expeirience going to the movies just because of ads. Just another case of ‘show me the money.’ Another hold out bites the dust.

KenLayton on December 3, 2009 at 9:31 am

Oh great…..another theater chain showing tv commercials. Might as well stay home. At least at home you can mute the sound.

thricetimes on December 3, 2009 at 10:04 am

I honestly don’t see the harm in having on-screen advertisements. Most theaters run these “ads” simply as pre-show entertainment until the trailers begin for the actual feature and do not in anyway delay the start time of the movie. I have worked for a few theaters with pre-show entertainment and have found that there are more people complaining when the ads aren’t running properly than there are of those that dislike the fact that we have ads.

John Fink
John Fink on December 3, 2009 at 11:42 am

Bow Tie? On screen ads! I hope Mr. Masher provides an explanation to us as they’ve always prided themselves on having no on screen ads as part of its commitment to being an upscale alternative to the impersonal multiplexes of National Amusements and Regal.

I don’t particularly care for on screen ads, but I also found a black screen and instrumental music before the show to not create a high energy environment that gets me in a movie-watching mood either (as Bow Tie did). If forced I think I like Landmark theater’s approach the best: no on screen ads before the show with carefully selected good current non-mainstream pop music before the show followed by a few “rolling stock” ads for products that appeal to the Landmark demographic.

I will say this about Joe Masher and Bow Tie – what other theater company CEO cares enough about his company and patrons to skim Cinema Treasures and respond to feedback as well as contribute the general knowledge base regarding theaters he knows well? Certainly not Amy Miles, Gerry Lopez, Sheri Redstone, or Alan Stock.

danpetitpas on December 3, 2009 at 11:51 am

Well, AMC actually starts the movies 15 minutes after its published start times, so there’s an attempt to get you seated so you can watch the ads.

When Screenvision went from slide ads to video ads, I think it did cheapen the experience. It made movie viewing more like watching TV. Also the sound is usually pumped up pretty loud for the ads to try to get your attention. It’s annoying. And the digital projectors are usually commercial-grade LCDs with lousy color and quality.

But the theater owners just can’t resist being given “free money,” basically to show the ads, especially these days. But it’s interesting that Bowtie’s press release tried to put a positive spin to showing ads.

ChasSmith on December 3, 2009 at 12:55 pm

“Pre-Show Entertainment”

Orwell is rolling over, seething with envy.

shoeshoe14 on December 3, 2009 at 1:20 pm

amc, ugh. 15 minutes, instead of the usual 7-10. i always budget my time to get there late, which of course is on time.

moviebuff82 on December 3, 2009 at 1:30 pm

The upside is that amc starts the film on time after the preshow is over and the looping music starts to play. Clearview’s screenvision has a sprint logo card that flashes until the film is loaded (or if its a digital presentation, a few mintutes longer).

JohnRice on December 3, 2009 at 4:23 pm

A parade of commercials for movies and TV shows that you wouldn’t watch if they were free masquerading as “entertainment”! What a laugh! At least with the slides and music you could pretty much ignore them and talk to your companion before the show. It’s pretty hard to ignore this crap (thank you booming surround sound system!). The regular trailers (if there aren’t too many of them!) are okay but that pre show entertainment is just another reason for me to stay home and watch movies on hi-def satellite or blu ray DVD which frankly looks much better than the mediocre to poor presentation in most multiplexes nowadays! Ah for the days when it was an enjoyable experience going to the movies! Don’t get me started on those cell phones and texting!

MPol on December 3, 2009 at 6:55 pm

Somehow, I get the feeling that the movie/TV ads are now in the movie theatres to benefit last-minute late stragglers into the movies. Just my opinion.

JodarMovieFan on December 3, 2009 at 7:47 pm

Since I frequent the BowTie Annapolis MD plex with regularity, I have to say that I knew they would return to on screen ads sometime in the future. That future is here now. You can’t depend on the infrequent plex sell outs like the current Twilight movie to generate the big bucks desired.

When BowTie’s Annapolis theaters were Crown, they had decent presentations with live introductions to the shows. BowTie stopped that shortly after they took over. Now with the return of preshow ads, I suppose the loss of that personal touch they used to pride themselves on is forever lost. I’m just thinking why don’t they just put up more of those large plasma screen tvs in the lobby and foyer with those ads. People will still see them as they go into the theater and not have to be bothered once they are settled in their seats.

DonSolosan on December 4, 2009 at 10:28 am

Screenvision’s content is “compelling”? Yeah, right…

Jim Miller
Jim Miller on December 4, 2009 at 8:30 pm

Bowtie needs to be the recipient of a “necktie party”. I say “lynch” them by not patronizing them until they stop running screen ads. What a way to make the moviegoing experience even worse!

longislandmovies on December 5, 2009 at 10:49 pm

Same people that bitch and moan here dont go to movie theaters… Ads have been on screen since 1985..Bow tie needs to change there policy to stay on profit goals so be it.Do you guts ever write anything up beat…..

byrdone on December 6, 2009 at 4:25 pm

Anybody here under the impression that screen advertising is something relatively new? F. H. Richardson, in his 1915 edition of the Theater Owners and Managers handbook devoted an entire chapter to on screen advertising, how to sell it, how to design ads, and the equipment necessary to do it.

Al Alvarez
Al Alvarez on December 6, 2009 at 8:05 pm

Screen ads in Europe are well-made short films often with edgy special effects, often funny and even include cursing and nudity when it fits the film rating. They are usually shown in theatres BEFORE they are shown on TV and sometimes even get applause from the audience.

Screen ads in the US tend to be the same obnoxious hard-sell crap we see on TV. This is why Americans resent and often boo them.

When I was a kid growing up in Miami in the sixties the local theatres always advertised local car dealers, newspapers and area restaurants.

longislandmovies on December 6, 2009 at 10:14 pm

I have seen over 2,500 movies and have never been in a theater that people boo the ads. Never not even in the early days of ads in NYC. My theaters at the time were the first in NY to run the COCA COLA ads when I worked for CO. I now get complaints from patrons because I don’t run ads before the shows at the theaters I own. Times have changed…….For the most part for the better.

KenLayton on December 7, 2009 at 8:48 am

With all the money those ads pay theater owners, admission and snack bar prices sould be lower!

movietheatres on December 7, 2009 at 5:46 pm

Well take it on a case by case basis. How are their ticket prices compared to their competition? I have ads at my theatre, and pass on that revenue to my patrons, as our admission prices are 13% less than our nearest competition (who also shows ads and charges more)

longislandmovies on December 7, 2009 at 6:33 pm

Ad money also goes to pay for the —loyalty programs—–

longislandmovies on December 7, 2009 at 6:38 pm

Ken sorry to say you have no clue what you are talking about. After everything is paid most theaters are working on a 5% to 10 % profit margin..One of the worst % out of any biz in the nation.

thricetimes on December 7, 2009 at 7:44 pm

I often think it’s comical to hear people talk about movie theaters as if they’re raking in the dough. The popular misconception is that theater owners gouge consumers with excessive prices out of sheer greed. longisland, you may actually be a little generous with your 5-10% profit margin as many theaters are lucky to take that home, if they profit at all. Even the big chains run with a pretty slim profit margin that would make most start-up business owners run for the hills.

longislandmovies on December 7, 2009 at 8:18 pm

Very true and the millions of dollars in equipment costs………..people have no clue……..thats why when i read these posts it makes me pissed off!

KenLayton on December 7, 2009 at 8:47 pm

Actually, I have 30+ yeears in the theater biz.

longislandmovies on December 7, 2009 at 9:49 pm

then you should know better!

John Fink
John Fink on December 10, 2009 at 7:49 am

I think the ads still could be coordinated more carefully for everyone’s benefits and enjoyment: I remember when I would go to the Wellmont in Montclair, NJ – it was an art house theater with an older crowd and they’d be playing (rolling stock) commercials that would be geared towards an MTV crowd (video games, energy drinks, ect) – I don’t think it was effective for anybody except the theater owners. I know the Angelika Film Center has a pre-show program dedicated to art house movie goers (alternative music, more upscale ads with an emphasis on the arts and entertainment) – which is good for that crowd, as for the Twilight crowd, the aforementioned video games and energy drinks are appropriate.

byrdone on February 11, 2010 at 6:57 pm

I saw Avatar 3 weeks ago at the local Bowtie…no preshow advertising at all.

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