Screenvision And Malco Theatres

Gail Chiasson, North American Editor

New York-based Screenvision, innovator in cinema advertising, has made a new long-term agreement with Malco Theatres, the 14th largest theatre chain, headquartered in Memphis, Tennessee.

Malco Theatres are a fourth-generation family-owned and operated firm that operates over 300 screens at 31 locations across the mid-south.

The partnership drives Screenvision’s overall screen count to 15,366 increasing its digital screen count to over 7,700.

“Screenvision and Malco’s partnership clearly shows that exhibitors continue to choose Screenvision for the strength and entertainment value that comes with our digital preshow,” says Darryl Schaffer, executive vice-president, exhibitor relations, Screenvision. “Malco Theatres has been anexcellent Screenvision partner for the past seven years and we look forward to continuing this partnership to bring entertainment to Malco’s premium theatres located in key markets.”

As part of the agreement, Screenvision holds exclusive on-screen selling rights for Malco’s early and late preshows. The deal also provides Screenvision with the rights to sell in-lobby screens and promotions.

Malco Theatres is one of Screenvision’s top 15 exhibitor partners with 31 theatres and 321 screens across Arkansas, Kentucky, Missouri, Mississippi and Tennessee.

In its decision to continue to choose Screenvision, Bobby Levy,executive vice-president, Malco Theatres, says, “The top notch quality and compelling content within Screenvision’s digital preshow, along with its reputation as leaders in technology and service within the cinema advertising community, have made Screenvision a natural partner for Malco. We anticipate that this new deal will lead to a more rewarding, entertaining, and high-quality experience for all our moviegoers.”

Screenvision offers on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and provides comprehensive cinema advertising representation services for its theatrical exhibitor partners. In the U.S., Screenvision’s cinema advertising network is comprised of over 15,300 screens in more than 2,400 theatre locations across all 50 states and 93% of DMAs nationwide. It delivers nearly 500 million consumer impressions annually through more than 150 theatrical circuits, including 17 of the top 25 exhibition companies.

Screenvision is a joint venture between ITV plc, the UK’s leading free to air commercial television broadcaster and Thomson, a global supplier of technology, services, and commercial television network, and systems to the media and entertainment industries.

Malco Theatres’ growth includes a recently opened 14-screen theatre in Smyrna, Tennessee, and expansions of the Malco Hollywood Cinema in Jonesboro, Arkansas and Razorback Cinema in Fayetteville, Arkansas. Malco Theatres also has projects in development in Arkansas, Tennessee, Mississippi, and Florida.

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