Cinema network Val Morgan has partnered with Adstream Australia to develop a digital cinema platform for the automated distribution and management of advertising campaigns.
The platform will simplify the process of cinema advertising by facilitating the receipt of advertising material from agencies to Val Morgan and their onward distribution to cinemas.
Currently, more than 55% of cinema screens in the Val Morgan cinema network have been digitised, with anticipation that more than 80% will be digitised by July 2012.
Val Morgan chief executive Damian Keogh said: “The new digital cinema network powered by Adstream will simplify and streamline the process of executing original and adapted cinema campaigns. Speed to screen will be dramatically shortened and production costs reduced, making our powerful cinema medium even more attractive to advertisers.
Adstream managing director Peter Miller said: “Cinema is such a potent medium, but production and execution has been challenging and costly. We look froward to simplifying that process, helping improve the appeal and drive growth in cinema advertising.”
In August last year, Val Morgan launched Brandfit, a new division that expanding the options available to advertisers and agencies to improve the cinema experience.
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