Cinema Ad Council Launches.

Spurred by double-digit industry growth and increasing demand from national advertisers, the three major U.S. cinema media companies today announced the formation of a national trade association, the Cinema Advertising Council (CAC).
Founding companies are National Cinema Network (NCN), Regal CineMedia and Screenvision, which together represent the majority of the cinema advertising market in the United States.

Modeling itself after broadcast associations, the CAC will promote the industry and streamline the cinema buying process for advertisers by standardizing industry practices and providing uniform data for measurement and evaluation. The new trade association also plans to evaluate and develop policies in the areas of cinema advertising content length, placement and standards.

“Cinema advertising is experiencing tremendous growth in the U.S., creating a need to unite as an industry for the benefit of patrons and advertisers.

“By providing standardized practices we will advance our collective goal, which is to ensure cinema advertising becomes a standard line item on marketers’ media plans while respecting patrons’ expectations for an entertaining movie-going experience,” said Matthew Kearney, president of the CAC and chief executive officer of Screenvision.

In addition to Kearney, the new organization will be led by Bob Martin, senior vice president of Movie Tunes, serving as executive director of the CAC, with Cliff Marks, president, sales and marketing of Regal CineMedia and Chuck Battey, president of National Cinema Network, serving on CAC’s board of directors.