ScreenFX Takes Film Trailers Out Of The Cinema
Digital media company ScreenFX has secured a deal with United International Pictures to promote some of the summer’s most high-profile cinema releases through its network of giant plasma screens.
UIP has already used the network of shopping mall screens to advertise teen flick Mean Girls and will also use ScreenFX to promote this summer’s biggest hit, Shrek 2 to an audience of almost 200 million shoppers.
ScreenFX’s network delivers digitally reproduced live action commercials via giant 63-inch plasma screens, with over 175 screens in ten shopping centre sites. The network currently stretches from Essex to Newcastle but will soon be extended across the country.
The company already has several big-name brands signed up to advertise through its screens, including BT, Adidas, Mars and Disney. Commenting on the latest addition to his client list, Billy Howard, sales director at ScreenFX, said: “With the exception of cinema trails, the options for the film industry to gain out-of-home impact have been limited to static sites.”
Daniel Friel, account manager at ScreenFX’s media agency ZenithOptimedia, explained: “The ScreenFX reel has allowed us to put a powerful pre-experience of Shrek 2 in front of a large audience, who because they are in a leisure environment are naturally more receptive to the messages in front of them.”
He added: “The opportunities for impulse visits are also high with several of the centres such as The Metro Centre, in Gateshead, and The Chimes, in Uxbridge, having a cinema on site, while others such as Nottingham’s Victoria Centre have multi-screens nearby.”
ScreenFX launched its network in May, offering broadcast quality adverts at a fraction of the cost of TV. The network currently operates in ten locations but will extend to twenty shopping malls and leisure locations within six months (see ScreenFX Prepares Largest Ever Plasma Screen Network).
ScreenFX: 020 7240 0123 www.screenfx.com
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