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New York Times and Emerging Pictures Create New Ad Platform for Indie Theaters

Indiewire By Indiewire Staff | Indiewire May 2, 2011 at 4:3AM

In addition to candy ads and movie trailers, viewers can expect to see new content from the New York Times on their next visit to an independent movie theater. Emerging Pictures has teamed up with the New York Times to produce a cinema preshow and ad sales platform to screen before feature films at independent theaters. The project, named Times in Cinema, will feature original videos from the New York Times that include entertainment, travel and lifestyle-themed stories. These preshows are planned to run for 10 to 12 minutes before the theatrical trailers as a platform for selling cinema-quality advertising.
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In addition to candy ads and movie trailers, viewers can expect to see new content from the New York Times on their next visit to an independent movie theater. Emerging Pictures has teamed up with the New York Times to produce a cinema preshow and ad sales platform to screen before feature films at independent theaters. The project, named Times in Cinema, will feature original videos from the New York Times that include entertainment, travel and lifestyle-themed stories. These preshows are planned to run for 10 to 12 minutes before the theatrical trailers as a platform for selling cinema-quality advertising.

Below is the full release.:

The New York Times to Launch Times in Cinema, a Preshow for Independent Theatrical Venues, in Cooperation with Emerging Pictures

New York, May 2, 2011 – The New York Times and Emerging Pictures are launching Times in Cinema, a cinema preshow and advertising sales platform for independent theaters. Times in Cinema will feature original HD videos produced by The New York Times, drawn primarily from entertainment, travel and lifestyles stories. These videos will comprise a ten- to twelve-minute preshow, which will be used as a platform for selling cinema-quality advertising. The preshow will run before the trailers at each show.

“The New York Times attracts an educated, discerning audience that overlaps strongly with the art house audience,” said Yasmin Namini, senior vice president, marketing and circulation, and general manager, reader applications, The New York Times Media Group. “Times in Cinema allows us to leverage The Times’s incredible wealth of high-quality videos and create a unique, engaging brand experience to reach theatergoers in a
relevant environment.”

“As Emerging Cinemas Network has expanded its nationwide footprint, we knew a high quality preshow offering would be a valuable asset for our venues, their audiences and the advertisers who want to reach affluent, sophisticated audiences such as ours,” said Barry Rebo, a managing partner of the company.

The Times produces more than 100 original videos per month, featuring breaking news and analysis, as well as enterprise and investigative reporting by Times journalists around the world.