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Feeling that the teen demo it is courting is not in front of the TV anymore, JC Penney has launched its first in-cinema advertising campaign, via Screenvision.
The department store chain broke two, :60 spots on 12,000 screens at about 1,400 theaters across the country last weekend, with flyers handed out by theater representatives after the movie directing consumers to the nearest JC Penney location and to the JC Penney website, writes Brandweek.
The spots ran prior to the new Harry Potter movie - which did more than $77 million at the box office over the weekend - among others. They will also air before The Simpsons Movie when it opens July 27.
JC Penney marketing director Todd Beurman said that the company is exploring moves beyond traditional media because teens are watching less television.
According to an Arbitron report released in March, over half (53 percent) of frequent moviegoers find advertising before the movie to be acceptable, versus 46 percent who find television advertising to be acceptable. Moreover, 59 percent of moviegoers recall having watched on-screen commercials before the movie began on their most recent trip to the theater.
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Wal-Mart and Costco reported same-store gains in September, with sales rising 2.4% and 9% respectively. Sales at Target stores open at least a year fell 3%, writes Retailer Daily.
Below, fiscal results from the discount retail giants:
Sales of food and…
