Screenvision Media today announced that Harkins Theatres is joining the company's cinema network of more than 14,500 screens. The relationship with Harkins brings Screenvision's annual audience to nearly 400 million.
"We are thrilled to be working with Harkins, which reflects another important step in continuing to grow Screenvision's leading cinema network nationwide," said Darryl Schaffer, Screenvision chief partnership officer. "In addition to the surging box office numbers, we are excited to further expand our footprint so that advertisers can connect even more closely with the highly engaged moviegoer."
The agreement gives Screenvision the exclusive right to sell on-screen advertising for Harkins 32 theatres and almost 500 screens in Denver, Los Angeles, Oklahoma, and Phoenix.
Harkins Theatres is the nation's fifth largest exhibitor based on gross box office receipts. Harkins is one of the strongest performing exhibitors in the industry and has the highest attendance per theatre among the major exhibitors in the US. Screenvision's network now includes seven of the top ten exhibitors, representing 45 percent of all measured U.S. box office admissions.
"We are excited to bring our longstanding partnership with Screenvision back," said Tyler Cooper, senior vice president and chief financial officer, Harkins Theatres. "Screenvision shares our passion for the moviegoing experience and collaborated to create a program that supports our guest first focus."
In the last 60 days, Screenvision has picked up 1,000 screens, bringing its cinema network back to full-strength, while continuing to broaden its relationship with an expansive set of advertisers.
"There continues to be increasing enthusiasm from advertisers with expectations that the 2023 box office numbers will cross $9 billion, further reinforced by the massive cultural phenomenon of Barbenheimer,” said Screenvision’s chief revenue officer Christine Martino. “It proves there's never been a better time to connect with this highly coveted, young and diverse audience. Research has also proven that moviegoers have their eyes actively focused on the screen when ads play with an attention score of 76 percent, which is nearly two times higher than linear TV or CTV and four times that of digital and social."
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