Oct 21, 2009 at 09:37 PM
written by

NASCAR to Put Partners on the Big Screen

NASCAR is teaming up with cinema advertising company, Screenvision, to bring NASCAR-themed content to over 15,000 theatre screens across the nation.

Starting in February, Screenvision will run original NASCAR content in theatres nationwide. In a new move for both companies, NASCAR Media Group will also create and produce a 90-second NASCAR long-form content piece, which could include racing highlights, top moments, driver profiles, behind-the-scenes vignettes and fan tributes. Approximately 45 million moviegoers each month will see the NASCAR content, which will be made available to NASCAR current partners for sponsorship on the big screen.

"This is the latest in a string of innovative assets NASCAR is creating for our official partners to derive maximum value to meet their business objectives," said Jim O'Connell, NASCAR`s Vice President of Corporate Marketing. "The NASCAR in-cinema content will provide our sponsors an additional way to connect with fans through a year-round national platform."

The Screenvision NASCAR partnership provides NASCAR sponsors a platform to reach a captive audience on 15,000 U.S. theatre screens. Sponsorship opportunities will extend to in-lobby kiosks and concessions. Moviegoers will see the first NASCAR content in theatres prior to start of the NASCAR Sprint Cup Series season next year.

"At the end of the day, this is all about celebrating the NASCAR fans through our nationwide network of passionate consumers - and creating new in-cinema advertising platforms for NASCAR sponsors. The success of Days of Thunder, Talladega Nights: The Ballad of Ricky Bobby, Herbie: Fully Loaded, Cars and NASCAR 3-D: The Imax Experience shows the American film-going public loves NASCAR in a theatre experience," said Andy Blacker, Senior Vice President, Marketing and Research, Screenvision. "With this partnership, Screenvision is recognizing the tremendous potential of NASCAR, and we are creating the first ever in-cinema platform for partners to wrap their brands around."