Cinema ad firms – save one – consolidate their programmatic offerings

As the movie business struggles to return to pre-pandemic box office attendance levels, a few of the cinema ad firms are collaborating to make their inventory available programmatically. 

Screenvision Media and Spotlight Cinema Networks have formed the Cinema Programmatic Alliance, which aims to make their inventory available to advertisers and agencies placing dollars through programmatic firms. The two have also included smaller cinema ad specialists to the alliance: Pecan Pie Productions and On the Wall, both of which focus more on local advertising.

Notably absent is the largest cinema ad firm, National CineMedia, which has its own programmatic offering in the market. Screenvision’s CEO John Partilla said the alliance offered NCM the chance to join the alliance, communicating via the Cinema Ad Council. NCM did not respond to requests for comment. 

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