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Certain movie theater chains are airing family oriented movies on summer weekday afternoons, and advertisers can sponsor the films festivals through National CineMedia.
Regal Entertainment Group, Georgia Theatre Co. and AMC are all offering films for free, while Cinemark’s program costs $1 per ticket, writes Media Life. Possible sponsorships include on-screen opportunities, lobby components, or a combination of the two. One possible campaign includes box office handouts, 30-second spots on the theater screen and a banner on the network’s website.
There are also screens in the lobbies that can run ads, as well as posters and other lobby displays. Movies in the film festivals generally run on Tuesdays and Wednesdays.
Discovery Channel’s Animal Planet is sponsoring the Regal Entertainment Group festivals, while Suave and Kimberly-Clark have sponsored the AMC and Cinemark films.
Last summer, 2 million people attended the family film festivals, according to a National CineMedia spokesperson. The network has 14,000 screens in 154 markets, including 49 of the top 50 DMAs.
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