With many U.S. theaters shuttered or operating with reduced attendance, advertising on movie screens has been sharply curtailed.
So the largest domestic cinema advertising network is searching for revenue outside of theaters. On Dec. 10, National CineMedia hired former Screenvision exec Steve Sappto drive out-of-home digital ad sales well beyond the multiplex during the pandemic.
The move is aimed to help the theater ad firm get its prescreening ad inventory into restaurants and retail outlets as movie fans go to shopping malls and outdoor venues.
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