Dodge Goes Back to the Movies
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Screenvision's cinema advertising network is comprised of more than 14,000 screens across 2,300 theatres nationwide and reaches 92 percent of U.S. DMAs. Screenvision produces the only host-format entertainment preshow in the cinema advertising industry, which airs across Screenvision's High Definition digital network of approximately 7,000 screens.
"Dodge has been a long standing, valued client of Screenvision's and we're very happy they've chosen to run exclusively with us again for the launch of the new Journey," said Michael Chico, executive vice president, sales and marketing, Screenvision. "With the summer blockbusters beginning to roll out in May, this is an ideal time to get in front of the prime movie going audience to help build buzz for their new model."
In the new spot called "Waterslide," a Dodge Journey pulls up in an urban setting on a sweltering hot day. From the Journey's flexible interior space and unique storage compartments, pieces are unloaded that when put together build the world's largest water slide. Professional people - lawyers, stock brokers, etc. - come out to see what all the commotion is about. "Waterslide" is also running as a 30-second spot on television. In addition to the cinema spot, Dodge will allocate street teams to several DMAs to hand out free movie tickets at local movie theatres, as well as nearby attractions, such as malls and restaurants.
"Screenvision's cinema network has proven to be an excellent platform for us to promote new vehicles in the past, so we're very pleased to include this component in our launch campaign for the all-new Journey," said Mark Spencer, Senior Manager - Dodge Communications. "With such a powerful and targeted medium at our disposal, we felt it was important to create a spot just for in-cinema that would really showcase the class exclusive and innovative features that make the Journey a 'right-sized' vehicle in this segment."
The program for the all-new Dodge Journey marks the latest exclusive collaboration between Dodge and Screenvision. Previous campaigns included promotions for the Dodge Grand Caravan in November 2007, the Fantastica Car for Marvel Studio's "The Fantastic Four" in June 2007 and the launch of the Dodge Caliber in May 2006.
ABOUT SCREENVISION Headquartered in New York, N.Y., Screenvision is a leading national cinema advertising company, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. In the U.S., the Screenvision cinema advertising network is comprised of over 14,000 screens in 2,300 theatre locations across all 50 states and 92% of DMAs nationwide and delivers more than 550 million consumer impressions annually through 150 theatrical circuits, including 12 of the top 15 exhibition companies. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK's largest commercial television network, and Thomson (Euronext Paris: 18453; NYSE: TMS), a global supplier of technology, services, and systems to the media and entertainment industries. For more information: http://www.screenvision.com.
ABOUT DODGE
With a U.S. market share of 6.4 percent, Dodge is Chrysler LLC's best-selling brand and the sixth largest nameplate in the U.S. automotive market. In 2007, Dodge sold more than 1.3 million vehicles in the global market.
The Dodge brand's first crossover vehicle -- the all-new 2009 Dodge Journey -- arrived in dealer showrooms in the first quarter of 2008, and will be available outside North America in both left- and right-hand drive in mid-2008. Arriving in the spring will be the limited-edition 2008 Dodge Challenger SRT8 with a 6.1-liter HEMI V-8 engine that boasts 425 horsepower and 420 lb.-ft. of torque. Later in 2008, Dodge will add three more new vehicles to its product lineup -- the all-new 2009 Dodge Ram with game-changing exterior and interior design, innovations, best-in-class features and craftsmanship; the all-new 2009 Dodge Challenger, a modern interpretation of the American muscle car; and the 2009 Dodge Durango Hybrid, a hybrid-electric vehicle that combines fuel efficient advanced hybrid technology with full-size SUV performance and capability. Last fall, America's best-selling minivan, the all-new 2008 Dodge Grand Caravan, arrived in dealerships with 35 new or improved features including the newest innovation, the Swivel 'n Go(tm) seating system. In 2007, Dodge Avenger and Nitro entered key volume segments outside North America, joining the Dodge Caliber, the highest sales volume vehicle for the company outside of North America.
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