PRESS RELEASE —
New York, N.Y./Cannes, FR, June 20, 2017 – Screenvision Media, a national leader in cinema advertising, today unveiled a new creative launch pad ad unit at the 2017 Cannes Lions International Festival of Creativity. An industry first, the launch pad provides an unprecedented platform for ads to make their debut in cinema. The new ad unit will have a dedicated introduction and premium placement within Screenvision Media’s Front + Center preshow.
Brands that take advantage of the launch pad inventory to premiere a media campaign will be eligible to win $1 million worth of cinema media in 2018. The prize, appropriately dubbed the Hegarty Award, will be awarded to the most creative ad that debuted in cinema, and will be selected by Screenvision Media’s Creative Chair in Residence, Sir John Hegarty, along with an esteemed panel of judges. The winner of the Hegarty Award will be announced at the 2018 Cannes Lions International Festival of Creativity.
“The creative industry is becoming increasingly more innovative and story-driven, but the incredible work being produced often gets lost, blocked or skipped within this fragmented marketplace,” said John Partilla, CEO of Screenvision Media. “We want to make sure those stories have a place to shine, and there is no questioning the impact that the 40 foot screen provides. Now through the launch pad inventory and the Hegarty award, creatives will have the ultimate platform to highlight storytelling, and we couldn’t be more excited to announce this.”
“As a creative myself and an avid supporter of the industry, it’s a pleasure and an honor to be involved in this initiative by Screenvision Media. Today’s marketplace is ever more in need of a showcase canvas that allows big ideas to drive the conversation,” said Sir John Hegarty, Creative Chair in Residence, Screenvision Media. “When creative is shown on the big screen, there is nothing quite like it. I can’t think of a better place for brands to debut their spots than through the launch pad.”
This upfront season, Screenvision Media showed how cinema provides the most memorable impression in media, reinforced by an unrivaled 59% ad awareness. The launch pad ad unit is the latest in a series of announcements that provide advertisers unique opportunities for their creative to have maximum impact on the silver screen. Whether ads are created for cinema or television, all ads are invited to premiere within the launch pad inventory. Qualifying ads must run in cinema within seven daysof the campaign debuting. All creative that runs within the launch pad inventory from July 2017 until May 2018 will be eligible for review by Sir John Hegarty for the Hegarty Award.