Sprint and National CineMedia , operator of the largest digital in-theatre network in North America for cinema advertising, alternative entertainment and events, have entered into an exclusive, multi-year agreement to promote courtesy in movie theatres through a series of public service announcements reminding moviegoers to silence their cell phones and refrain from texting during feature films.
The new Sprint courtesy campaign will be created by Goodby, Silverstein & Partners in San Francisco and placed through Mindshare/Kinetic in New York. The spots will be seen on more than 14,300 screens in over 1,100 AMC Entertainment Inc., Cinemark Holdings Inc. , Inc. and Regal Entertainment Group movie theatres – the three largest theatre operators in the U.S. – beginning in October 2008.
his multi-year commitment follows Sprint’s recent cinema success with the Sprint Instinct from Samsung movie-themed campaign, which included a spot running in National CineMedia’s FirstLook digital pre-feature program, highlighting a trailer-style clip promoting Instinct: The Greatest Product-Placement Movie of All Time, a film that promised "no plot, no romance, just phone."
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