Centennial, Colo. and Overland Park, Kan. - Sprint will add a new dimension to courtesy with the premier of its first 3-D cinema public service announcement (PSA) campaign in NCM's FirstLook in movie theaters nationwide, beginning May 21, 2010. The new PSA is part of Sprint's exclusive, multi-year agreement with NCM Media Networks - a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology - and its founding member circuits AMC Entertainment Inc., Cinemark Holdings, Inc., and Regal Entertainment Group.

Sprint's 3-D creative is the evolution of its cinema campaign to promote courtesy in movie theaters through a series of public service announcements reminding moviegoers to silence their phones and refrain from texting during feature films. The Sprint 3-D courtesy PSA will be the first 3-D cinema message from a wireless company to run in the U.S.

The new 3-D Sprint courtesy campaign, created by Goodby, Silverstein & Partners in San Francisco and placed through Mindshare in New York, will be seen prior to some of this summer's highly-anticipated 3-D films in select movie theaters in the NCM Cinema Network - the nation's largest digital in-theater network. A 2-D version will also run in front of all other films to ensure that the PSA campaign reaches all NCM moviegoers.

Entitled "Reversal," the new 30-second 3-D PSA features a man chatting on his cell phone who is soon surrounded by a high school musical number, caught in the middle of a police car chase, and ultimately taken away in a sci-fi alien abduction. The voice-over reminds audiences, "Movies don't interrupt you. Please, no talking or texting during the film," and ends with the "Sprint - The Now Network" tagline. The 3-D elements of the PSA were produced by Geneva Film Co. of Toronto.

"The opportunity to infuse 3-D into our latest cinema courtesy spot presents a unique creative platform to reach a new level of engagement with moviegoers," said Marc Davis, group manager, national advertising for Sprint. "NCM has been collaborative throughout the process and we're excited to see the integrated results within NCM's FirstLook property."

"Taking this next step into 3-D illustrates Sprint's continued strategic innovation as a leader in the cinema space," said Cliff Marks, NCM Media Networks' president of sales and marketing. "But Sprint is also smart to recognize that, while 3-D is cutting edge, combining it with a traditional 2-D cinema campaign creates both brand excitement and true national reach. It's the best of both worlds."

NCM will also integrate unique 3-D elements into its FirstLook digital entertainment and advertising pre-feature program to coincide with the PSA launch. Designed with the audience in mind, NCM's FirstLook provides a high-quality entertainment experience for patrons and an engaging marketing platform for advertisers.

"We're always looking for ways to make our work more engaging," said Paul Stechschulte, group creative director for Goodby, Silverstein & Partners. "The added dimension of 3-D accomplished that goal on this project."

"This spot lent itself naturally to the immersive experience of 3-D. NCM's innovative vision coupled with Goodby's stellar creative was a symbiotic fit for Sprint's launch into 3-D. It was a winning team effort," says James Stewart, president, Geneva Film Co.

 

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