Screenvision Partners With Daffy’s For Live In-theatre Ad Campaign

Gail Chiasson, North American Editor

New York-based Screenvision has teamed up with retailer Daffy’s Inc., an off-price retailer of apparel, accessories, and home goods, for an exclusive, interactive live in-theatre advertising campaign.

Founded in 1961, Secaucus, New Jersey-based Daffy’s has 18 store locations in the New York City metropolitan region, and is known for selling a unique assortment of high-quality, fashionable merchandise at deep discounts.

A surprise, live ‘Fitting Dance’ commercial featuring dancing models debuted on Oct. 23 and 24 at New York’s famed Ziegfeld Theatre, with one additional day of performances planned for this week. The campaign also includes a taping of the one of the live ads that will be used for an exclusive in-cinema 30-second spot, also entitled ‘Fitting Dance’, which will hit theatres throughout the Screenvision network, timed to U.S. Thanksgiving ‘09.

The Daffy’s performance was featured during Screenvision’s Premium Pod segment of its digital preshow. Screenvision is believed to be the only company that offers such ad placement right before the previews in movie theatres.

“With the Daffy’s campaign, Screenvision continues to provide compelling in-cinema advertising opportunities that allow advertisers to target specific audiences through unique, interactive capabilities,” says Michael Chico, executive vice-president sales and marketing, Screenvision. “As we continue to cultivate our cutting-edge network and create more interactive ventures, advertisers can look to Screenvision for further opportunities to captivate moviegoers and complement their campaign across key demographics.” (Chico was recently elected the new president and chairman, the Cinema Advertising Council. See our Oct. 15/09 article.)

“Working within Screenvision’s preshow allowed us to reach our consumers in a truly ground-breaking fashion that actively connected with them beyond the screen,” says Will Bracker, director of marketing at Daffy’s. “By watching the advertising come to life before their eyes, moviegoers are able to relate to the thrill of shopping at Daffy’s in an entertaining way that will stay with them even after they leave the theatre.”

The live spots featured many original elements, which began with audiences being treated to a pre-recorded spot featuring models in a Daffy’s fitting room filled with Daffy’s holiday merchandise. The performance fused on-screen and front-of-screen performances where dancers in the spot danced out of the screen’s frame and onto the stage, live in the theatre. The dancers performed to ‘Fitting Dance’, an original song, below the screen and eventually exit the theatre, with the action in the video continuing to rotate in new models, who continued to appear live in the theatre. At the end of each of the performances, the dancers come together in front of the screen to perform one synchronized, choreographed dance routine for the moviegoers. Audience members also received a coupon to Daffy’s upon exiting the movie.

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