Popcorn breaks cinema sales monopoly

The launch of this new media owner, a member of the Johncom stable, marks an end to the Cinemark cinema advertising monopoly, which has been in existence for over 30 years. Cinemark is part of the Primedia stable.

Popcorn has awarded the exclusive advertising sales rights to Marisa Torrani and Karen Bailey of Cinevation, a team with extensive cinema experience and an enviable reputation earned through their inspired vision and innovative approach, according to a statement issues Friday afternoon, 21 October 2005.

Lawrence Trent, who has been appointed General Manager, and who will be responsible for all Popcorn's operational issues commented: "We are thrilled to have established a partnership with Marisa and Karen and their very experienced cinema team in this project. Their passion for the medium and their reputation for fresh thinking is exactly what the market needs right now."

With years of experience and a sound understanding of the cinema environment from both a production and media perspective, the Bailey and Torrani team are well positioned to drive cinema to the next level. "This is an extremely exciting time for the cinema advertising industry," says Bailey. "Competition is always good and in this instance I see tremendous benefits for both advertisers and the cinema sector as a whole."

Although the advertising sales contract is only effective from January 2006, a new team is being recruited and forward selling is well underway. Their involvement with Popcorn will fall under a new division for Cinevation but the combined skills of Torrani and Bailey will continue to drive the multi-award winning innovative advertising solution company that they have grown from humble beginnings almost a decade ago.

Cinemark and Nu Metro agreed to part ways from 1 January 2006, but Cinemark, attempting to put a positive spin on the loss of the Nu Metro business, says it still leaves Cinemark with 70% of the total foothold in the South African cinema environment.

Cinemark adds that it will continue with its "highly successful ground breaking Golden Reel concept", as well as new innovative marketing concepts to enhance the way it meets advertisers needs and objectives, "as we'll now be focussed solely on the Ster Kinekor and independent circuits".