Cinema-advertising company Screenvision, which is holding its first upfront this year, will offer advertisers television-like audience guarantees of specific demos, an industry first. The company is also changing its pricing, adopting a seasonal schedule and looking to match broadcast and cable networks' prime-time rates. "It was very astute of [Chief Revenue Officer] Jim Tricarico to realize the value of the big screen and leverage that in an upfront-style approach," says Taco Bell's Juliet Corsinita.

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