Screenvision Retools Cinema Pre-Show to Chase Gen Z Audiences

Screenvision, one of the largest cinema advertising companies in the United States, will launch a new pre-show across its network of movie screens in October, replacing the trivia and puzzle format that has long greeted arriving moviegoers with themed content blocks devoted to food, sports and fashion.

The new program, called "Front and Center," is aimed squarely at younger audiences. "It's all built on the premise that 50% of our audience is Gen Z and they really want content that reflects who they are, not just quizzes and trivia," says Geoff Schiller, Screenvision's new CEO, who joined the company after serving as chief revenue officer at Vox Media. "The audiences are hungry for more."

Audiences will see video content from providers including Eater, Complex and NowThis. Many of Screenvision's new content partners signed on encouraged by projections of rising spending at movie theaters, with younger consumers seeking more in-person gatherings.

Recent box-office performance has buoyed an industry still contending with major films arriving on home screens via premium subscription services. Recent months brought strong revenue from Universal's "The Odyssey," A24's "Backrooms" and Sony's "Spider-Man: Brand New Day." Warner Bros.' latest installment of its "Dune" franchise and Disney's "Avengers: Doomsday" are due at the end of the year.

The financial projections underpinning the push come from PwC, which forecasts cinema advertising rising to $2.7 billion in 2030, up from $2.4 billion in 2026. The consultancy also projects box office revenue climbing to $39.5 billion in 2030, compared with $34.6 billion at the end of this year.

For Screenvision's partners, the deal offers access to a captive, pop-culture-focused demographic. Complex views the alliance as a way "to get our programming in front of some of the most engaged, pop culture and entertainment obsessed consumers in North America," says Moksha Fitzgibbons, the company's president. Eater's publisher, Jill Denhert, says placement before moviegoers supports the outlet's ambition to be "the best trusted discovery brand for people who care about food." Eater, like Variety, is part of Penske Media.

"Front and Center" will still run around 28 minutes and will contain commercials. After what Schiller calls a "soft launch," it will appear in more theaters by holiday time.

Schiller says he is mindful that the pre-show must entertain rather than treat ticket buyers as a captive audience for a string of promotional messages. "'Front and Center' will be a show that has advertising, not advertising that has a show," he says. He argues moviegoers will accept advertising if they receive something of value in return, such as an interview with the cast of a current or upcoming film. "If you entertain them, they will be happy. If you don't, then they won't."

Screenvision has further plans to attract advertising and promotional dollars. Schiller says he wants to develop a "watch party" concept that brings audiences to theaters for live events. Earlier this year, the company worked with the BET Awards and held watch events in Atlanta, New York and Philadelphia. "We had red carpet interviews, DJs, step and repeat, fan engagement in the theaters as they were watching us stream" the show, he says.

He also sees untapped opportunities for marketers to reach movie crowds directly, suggesting advertisers might offer product samples to consumers on the last shopping weekend before Christmas. With many theaters located near malls and shopping centers, Schiller believes local stores could offer everything from coupons to scents.

Schiller, a publishing veteran whose career spans Vice, Group Nine, People and USA Today, describes himself as "not docile" and says companies must re-examine even long-established formats like the pre-show. Of cinema's commercial potential, he says: "Our ability to create a suite of solutions that offer brand marketers the ability to influence purchase decisions I think has been untapped."