Screenvision is also looking to bring brands closer to diverse audiences through a new partnership with Hartbeat, Kevin Hart’s production studio. 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.”