USA (NY) - National CineMedia has announced the details of its partnership with Shazam, to create audio-embedded links in its adverts for enhanced content. There are further partnerships with Disney’s Maker Studios and Idea United.
National CineMedia revealed intriguing partnerships with Shazam and Maker Studios today at its upfront event near Lincoln Square in New York. The moves underscore how the cinema ads network increasingly sees itself as a digital company.
As part of NCM’s update to its longstanding FirstLook platform, the Shazam integration is designed to extend advertisers’ reach among smartphone-toting moviegoers. When they observe a sponsor’s FirstLook promo via the mobile app, they can consume and share that content while also making a purchase when it comes to e-commerce pitches. LINK
Canada - Ticket prices fell in the first quarter of 2014, which is perhaps why Canada’s Cineplex is experimenting with higher charges for some seats and shows.
Later this year, at the Varsity location in Toronto’s Manulife Centre, the company will launch a pilot project in which patrons pay an extra $2-$3 for the prime seats in the middle rows of the theatre.
“We’ve had great success with our UltraAVX cinemas ($3-$5 surcharge) as well as our VIP cinemas ($7-$12 surcharge) which both offer reserved seating; and so people really like that opportunity,” said spokeswoman Pat Marshall.
“It’s really about providing our guests with choices when they go to the movies . . . I sort of position it akin to an aircraft where you have your regular coach seating, then you might want a bit more amenities, so you go into business class, and then you have a first-class.” LINK
USA - Fandango has added three more exhibitors to its network.
Harkins Theatres, Digiplex Destinations and Premiere Cinemas have joined Fandango’s network of cinema chains, the movie ticketer said Thursday.
The company said that the new agreements will add 1,000 screens to its rolls in a dozen states including California, Colorado, Florida, Maryland, New Mexico and Texas. The deals will go into effect this summer.
The online and mobile ticketer now represents more than 24,000 screens domestically. LINK