Apr 28, 2008 6:03 AM, PROMO Xtra
Dodge, Screenvision Hitting Movie Theaters in May
Movie theater advertising provider Screenvision and Dodge have expanded a longstanding relationship with a campaign to help build awareness for the all-new 2009 Dodge Journey.
Screenvision’s advertising network will be the exclusive in-cinema home for the campaign, which is highlighted by a 60-second spot made specifically for the theater experience. The Dodge Journey commercial will run during Screenvision’s national pre-main feature programming in May.
In addition to the cinema spot, Dodge will allocate street teams to several DMAs to hand out free movie tickets at local movie theatres, as well as nearby attractions, such as malls and restaurants.
“Screenvision’s cinema network has proven to be an excellent platform for us to promote new vehicles in the past, so we’re very pleased to include this component in our launch campaign for the all-new Journey,” said Mark Spencer, senior manager for Dodge Communications, in a statement.
Previous campaigns between Dodge and Screenvision included promotions for the Dodge Grand Caravan in November 2007, the Fantastica Car for Marvel Studio’s “The Fantastic Four” in June 2007 and the launch of the Dodge Caliber in May 2006.
Screenvision’s cinema advertising network is comprised of more than 14,000 screens across 2,300 theatres nationwide and reaches 92% of U.S. DMAs. Screenvision’s High Definition digital network includes approximately 7,000 screens.
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