Screenvision struck a deal with TikTok in an effort to connect brands with Gen Z and millennial audiences.

The seller of ads on movie theater screens plans to introduce a new segment during its pre-movie show called “TikTok on the Big Screen.” This segment will include a 60-second video featuring content from TikTok—some of which will be branded. TikTok will take branded content directly from TikTok to place within the Screenvision show.

The ideal advertiser for this type of deal, according to Christine Martino, chief revenue officer, Screenvision, are brands already leaning into TikTok advertising that is aimed at young consumers. Placement will be sold jointly by Screenvision and TikTok. 
 

Martino said that the recent political discourse surrounding TikTok, including the app suing Montana after Republican Gov. Greg Gianforte signed legislation that would ban TikTok beginning in 2024, would not impact the deal as of yet. 

“We will just be sensitive to” any developments, said Martino. “If Montana really does pull TikTok, we would not air the segment in theaters in that state.”

Screenvision was attracted to working with TikTok due to its sway with young audiences. Eighty percent of all moviegoers are now under the age of 40, Martino said. 

This is part of Screenvision's upfront pitch to advertisers as it looks to convince the marketplace that movie screens can serve as a replacement for TV. 

“While a lot of people a year ago started to turn their attention over to the shiny new object of streaming, it’s clear that streaming by itself cannot fully compensate for the decline in linear TV impressions,” said John Partilla, CEO of Screenvision Media. 

Screenvision is also looking to bring brands closer to diverse audiences through a new partnership with Hartbeat, Kevin Hart’s media company. Hartbeat will represent Screenvision in sales targeted at diverse audiences, as well as offer advertisers creative capabilities.

With Hartbeat, Screenvision will launch Black and Hispanic ad networks. Previously, Martino said, Screenvision would work with advertisers looking to connect with diverse audiences by placing advertising regionally in theaters that over-index on diverse demographics by census data. Hartbeat will now sell inventory with Screenvision across a national network of 3,800 Black-targeted screens and 3,700 Hispanic-targeted screens.

With Hartbeat, advertisers will be able to invest with the certified minority-owned studio to produce creative for the target audience. In Screenvision’s pre-movie show, Hartbeat will create a series spotlighting upcoming blockbusters starring diverse actors or from diverse creators, with brand integration opportunities, as well as bespoke partnerships, which can also run on Hartbeat’s owned connected TV channels, such as LOL Network.

Martino said the partnership with Hartbeat was inspired by feedback from advertisers looking to increase their diverse-owned media investment.

“In the industry, you’re seeing more and more holding companies devoting a percentage of their budget very specifically to minority-owned businesses,” said Martino. “In talking with folks, they’re leaned in on that front, and clients started to see great results. When we look at a couple of case studies where we were specifically targeting Black and African American, we were seeing higher recall and unaided awareness than we do across the general population…[Hartbeat] has an ability to be able to tap into budgets that are out there that are working through clients that are really looking to set aside a percentage of their overall spend to DE&I.”