Sign up to save your podcasts
Or
Share Cinema advertising and the attention economy, with Screenvision and MODCo
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
Cinema advertising and the attention economy, with Screenvision and MODCo
In this episode of Screen & Sponsor, Olivia Morley and Jessie Holder sit down with John Partilla, CEO of Screenvision Media, and Erik Dochtermann, CEO of MODCo Media, to examine the role of cinema in modern advertising—and whether the movie theater might be one of the last places to truly capture attention at scale.
John and Erik discuss how cinema advertising fits into broader media plans, what makes the format uniquely immersive, and how brands are using long-form creative in the theatrical pre-show. They also weigh in on shifting budget priorities, the limits of performance metrics in upper-funnel media, and the tension between nostalgia and measurement in today’s media mix.
Highlights from the conversation include:
- How attention metrics are reshaping interest in cinema advertising
- The challenge of balancing scale, narrative, and measurability
- Why some marketers view theaters as a brand-building “refuge”
- How longer-form creative is being used to establish emotional resonance
- What recession-era consumer behavior could mean for theatrical ads
Research suggests that cinema ads can deliver significantly higher engagement than traditional linear or streaming spots. But even as interest in the format grows, theater buys remain a small fraction of most advertisers’ budgets—raising questions about how to quantify their impact and where they fit in an omnichannel strategy.
For Partilla and Dochtermann, the medium’s value lies in its immersive nature and ability to deliver storytelling that connects with audiences—without the clutter of multitasking and second screens. Whether that’s enough to overcome marketers’ demand for real-time performance data remains to be seen.
Subscribe to the Screen & Sponsor Substack newsletter—our free guide to this podcast. We aim to publish weekly, with extra insights, resources, and curation to help you stay ahead in this space.
Email us!
📩 Olivia at [email protected]
Follow FusionFront Media on LinkedIn for updates.
Explore Our Other Podcasts:
- Agency Business: Olivia and ad industry analyst Brian Wieser cover the business side of advertising, unpacking how executives and founders across the ecosystem run their organizations.
View all episodes
By Olivia MorleyIn this episode of Screen & Sponsor, Olivia Morley and Jessie Holder sit down with John Partilla, CEO of Screenvision Media, and Erik Dochtermann, CEO of MODCo Media, to examine the role of cinema in modern advertising—and whether the movie theater might be one of the last places to truly capture attention at scale.
John and Erik discuss how cinema advertising fits into broader media plans, what makes the format uniquely immersive, and how brands are using long-form creative in the theatrical pre-show. They also weigh in on shifting budget priorities, the limits of performance metrics in upper-funnel media, and the tension between nostalgia and measurement in today’s media mix.
Highlights from the conversation include:
- How attention metrics are reshaping interest in cinema advertising
- The challenge of balancing scale, narrative, and measurability
- Why some marketers view theaters as a brand-building “refuge”
- How longer-form creative is being used to establish emotional resonance
- What recession-era consumer behavior could mean for theatrical ads
Research suggests that cinema ads can deliver significantly higher engagement than traditional linear or streaming spots. But even as interest in the format grows, theater buys remain a small fraction of most advertisers’ budgets—raising questions about how to quantify their impact and where they fit in an omnichannel strategy.
For Partilla and Dochtermann, the medium’s value lies in its immersive nature and ability to deliver storytelling that connects with audiences—without the clutter of multitasking and second screens. Whether that’s enough to overcome marketers’ demand for real-time performance data remains to be seen.
Subscribe to the Screen & Sponsor Substack newsletter—our free guide to this podcast. We aim to publish weekly, with extra insights, resources, and curation to help you stay ahead in this space.
Email us!
📩 Olivia at [email protected]
Follow FusionFront Media on LinkedIn for updates.
Explore Our Other Podcasts:
- Agency Business: Olivia and ad industry analyst Brian Wieser cover the business side of advertising, unpacking how executives and founders across the ecosystem run their organizations.