Russ Curry, Ministry of New Media
Velocity, A Managed Services Company that provides IT managed services through network management, voice and data connectivity, along with digital media displays and advertising networks, announced this week the expansion of its exhibitor network as part of the agreement with Screenvision Media to deploy as many as 1,000 individual theaters and up to 4,000 digital displays.
The displays will promote exhibitor offerings and upcoming movies, national, local, and regional advertising, and be connected to the leading programmatic advertising exchanges.
Velocity’s digital standee and the digital poster are part of the new deployments among the 4,000 innovative digital displays to be deployed in cinemas nationwide, including within the 12 theater groups signed to Velocity’s Cinema Lobby Network in the past six months. Theaters signed include:
- 1 Better
- Allen Theatres
- Ashbrie Cinemas
- CineLux Theatres
- Classic Cinemas
- Fridley Theatres
- Malco Theatres
- Marcus Theatres
- Parrot Film Company
- Patriot Cinemas
- Premiere Cinemas
- Your Neighborhood Theatre
As part of Velocity’s Cinema Lobby Network, exhibitors receive full-service management of physical and digital marketing campaigns, gain access to important advertising revenue, and keep customers informed of upcoming studio releases.
“We are excited to work with Velocity as their cinema lobby solutions elevate the lobby experience. In addition, it will allow us to communicate our offerings while providing an enormous opportunity for advertisers to connect with the valuable moviegoer audience,” said Joel Davis, Chief Operations Officer of Premiere Cinemas.
Theater reserved seating has allowed consumers to spend more time in the lobby and concession areas as there isn’t a rush to find a good seat. This has led to digital standees bringing more impressions, better brand recall, and generating incremental revenue for the studios and exhibitors.
“This steadfast cinema lobby expansion, along with the announcement of the digital standee, is a true testament to Velocity’s longstanding reputation for delivering digital innovations and advertising accessibility for studios and exhibitors,” said Joe Ross, Chief Commercial Officer for Velocity MSC.
As viewing habits have shifted post-pandemic, Velocity has continuously adapted to getting the studios’ messages in front of its targeted audiences. With its partnerships, PaperAirplane and Screenvision Media, and the recent acquisition of Vision Media’s digital signage business, Velocity’s comprehensive digital out-of-home (DOOH) advertising networks extend beyond the theater and into lifestyle environments consumers dine, shop, and play.
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