E! Entertainment Shows TV Clips In-Theater

E! Entertainment is coming to a theater near you, thanks to a new partnership between the network and Screenvision, a movie advertising company.

New York City-based Screenvision has added a “pre-show” to more than 1,000 digital screens across its 15,000-screen network via satellite featuring segments and clips from E! Networks, including The Soup, Kill Reality and Live From the Red Carpet. The pre-show includes about 20 minutes worth of clips from the network that run before movie previews at client theaters, including Loews, Pacific, and Crown.

The goal is to keep theatergoers engaged, said Stu Ballatt, executive VP-marketing for Screenvision.

“It’s a win for the consumer because they are getting true entertainment content in advance of the movie,” Ballatt said. “It’s also doing a service to our advertisers, Consumers are more engaged and have higher recall.”

In addition, E! Networks will become the exclusive provider of entertainment trivia for Screenvision’s non-digital screens. The joint partnership gives E! Networks access to on-screen and in-lobby promotional media.

E! Networks is the third content provider with which Screenvision has partnered to show TV content in theaters, Jason Brown, senior VP-national ad sales for Screenvision, said. Screenvision has also worked with HBO and Discovery Networks, he said.

“It’s a great symbiotic relationship,” Brown said.

In-cinema advertising has become increasingly attractive for marketers over the last few years, especially the 18 to 34 demographic. According to the Cinema Advertising Council, industry revenue rose 23% to $438 million in 2004.

In a related development, Screenvision has launched its first themed pre-show, SCREAMvision for Halloween, which features a branded entertainment deal with sponsor Samsung Wireless.

The SCREAMvision pre-show, which runs through October, is packaged according to age groups. Moviegoers who attend G and PG films will see Which Witch Am I?, a series of live-action, costumed trivia segments. Consumers who attend PG-13 and R films will see SCREAMvision Horror Masters, which features the work of three famous horror genre pioneers.

Samsung’s new a940 cell phone will be featured during the pre-show programming, marking the first time a product has been showcased in a larger than life branded entertainment deal during pre-show theater programming, Brown said.

“As product placement goes, it’s really a unique experience,” Ballatt added.

Both pre-show programs will promote the Scream Your Way To Hollywood sweepstakes that will send one winner and guest to a Hollywood movie premiere. To enter, consumers must record their best scream. Moviegoers can find entry forms online at Screenvision.com/scream.

The contest is open to consumers 18 and older and runs through Nov. 16. In-theater signage and online materials support.