Val Morgan holds upfront presentation

Screen industry sales house Val Morgan has held its first upfronts event in a move to showcase cinema content in 2013. Val Morgan is also promoting its new measurement system CineTAM.

The announcement:

Val Morgan announce game changers at inaugural 2013 upfront presentation Val Morgan today conducted the first in a series of 2013 upfront presentations, announcing ground breaking changes for cinema advertisers and showcasing a selection of the exceptional cinema content ahead next year.

Val Morgan CEO, Damian Keogh said, “In 2013 cinema advertising is changing forever. The media industry has long recognized the power of cinema and we are now making cinema easier to plan, buy and measure.

Our message to the media industry is simple, add cinema to your 2013 screen strategy, along with TV and online video.”

A key strategic initiative for release next year is a new cinema rating system, CineTAM. Based on actual movie attendance data from 300,000 cinema loyalty club members, CineTAM will be the most robust measurement system of any medium in the country.

CineTAM will also provide a cornerstone for a new audience based cinema buying model, to ensure cinema campaigns maximize their potential against specific target demographics. CineTAM is now in testing phase and will be released to market in the first half of 2013.

Val Morgan’s national cinema circuit is now over 80% digital, by the middle of next year conversion will be complete signaling the end of 35mm film. This makes cinema production costs minimal and reduces lead times from 3 weeks to less than a week.

With Skyfall and Twilight Breaking Dawn Part 2 currently in cinemas, Australian box office is set to break the $1bn barrier for the fourth consecutive year.

2013 is set to be another outstanding year for cinema with releases ahead including Iron Man 3, The Hangover Part 3, The Great Gatsby, Fast and Furious 6, The Hunger Games: Catching Fire among many others.

Source: Val Morgan press release

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