Customer Experience

Velocity expands cinema lobby outreach with Vision Media purchase

Photo: iStock

July 14, 2021

Velocity, a digital media display and advertising network provider, has purchased digital media and signage assets of Cinema Scene from Vision Media, a digital streaming content supplier, according to a company press release.

The purchase includes a digital signage ad network within 227 theater lobbies with 376 screens, digital menu boards in 142 theaters, and ten story walls in ten theaters.

"This asset purchase allows us to build a more significant cinema network, elevate the experience and product for theater owners, and create more opportunities for advertisers to reach moviegoers," Greg Kiley, chairman and CEO of Velocity, said in the release. "In addition, we are looking forward to bringing our best-in-class managed services to exhibitors to create more efficiencies and more savings."

With the acquisition, Velocity expands its DOOH portfolio of 25,592 locations and 36,605 screens, including cinema lobbies, grocery, hospitality, bars, c-stores and lifestyle centers, according to the release.

"As moviegoers flock back to theaters for the full moviegoing experience, the lobby will play an increasingly impactful role for our advertisers seeking to connect to consumers with their brand messaging before and after the movie. We are excited to grow our lobby footprint within our overall cinema advertising network with our deepening relationship with Velocity that also provides increased comprehensive solutions to our theater partners," John Partilla, CEO of Screenvision Media, said in the release.

"We have great respect for the digital media signage business Vision Media has built and we look forward to leveraging this network to create substantial opportunities for advertisers through our relationship with Screenvision. And, unlocking more value for exhibitors through our managed services," Joe Ross, CCO of Velocity, said in the release.

Velocity was founded in 2005 in Holland, Ohio. Vision Media, established in 1986, is based in Valencia, California.