Carlton gears up to offer US and UK cinema ad packages

Carlton Communications is planning to offer advertisers cinema sales packages across the UK and US following its acquisition of the American operation Screenvision.

Carlton Communications is planning to offer advertisers cinema

sales packages across the UK and US following its acquisition of the

American operation Screenvision.



According to a source at Carlton, the company intends to install a team

within Carlton Screen Advertising to sell the UK/US deals.



It is understood the team will act as a one-stop shop. It will offer

buyers greater efficiencies for global brands - such as Nike and

PlayStation - that want to buy across Europe and the US.



Martin Bowley, chief executive of Carlton Sales, said he had not yet

decided on the structure or nature of the sales team. He said the

opportunities for advertisers were ’enormous, given that the movies are

the same, the cinemas are the same and the target audience is the same’

on both sides of the Atlantic.



Bowley said the packages could be available from the end of the year and

claimed the plan had generated a large amount of interest from

advertisers and agencies.



’Just imagine, as an advertiser you’ll be allowed to follow Nicole

Kidman all over the world without getting arrested,’ he said.



Cinema advertising is not as sophisticated in the US as it is in the UK

and Carlton sees this as an opportunity to exploit the potential of the

US screen advertising market.



Screenvision controls more than 65 per cent of its market and sells

advertising in 32 per cent of cinemas in America, playing to audiences

of 44 million each month.



However, cinema advertising accounts for just 0.1 per cent of all

display advertising in the US, compared with 1.2 per cent in the UK.



Michael Green, chairman of Carlton said: ’The US box office has hit a

30-year high, yet the advertising market is very underdeveloped.’



Green added that if cinema display advertising in the US could be

expanded to the UK’s level, then the American market could be worth

around dollars 1 billion a year. Green claimed this growth would be used

to fund the capital investment required for digital cinema.



Screenvision was sold to Carlton by three private investors. The US

company generated sales of dollars 40.3 million and pre-tax profits of

dollars 6.4 million in the year ending 31 December 1999, up from dollars

2.5 million for the previous year.



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