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BackLite Media in exclusive 5-yr pact with Novo Cinemas

By M4G Bureau - January 14, 2020

BackLite Media to supply on-screen advertising and branding for customers across the GCC

OOH major BackLite Media has secured a deal with Novo Cinemas to manage on-screen cinema advertising and branding for Novo Cinemas in UAE, Bahrain and potential new locations in Saudi Arabia.

The exclusive five-year deal, which commence this month, positions BackLite Media as the go-to media sales agency for all on-screen advertising and branding opportunities across cinemas by one of the region’s largest entertainment providers. The deal underscores BackLite Media’s commitment to expanding its offering and bringing its expertise to customers across the region.

With over 20 years’ proven experience in enabling advertisers to reach captive audiences of cinemagoers, BackLite Media will draw on its extensive partnerships with leading tech companies to deliver the most impactful cinema advertising. Through a focus on targeted buying routes for advertisers, the company will provide an excellent platform for brands to engage with their target audience, whilst ensuring a world-class experience for cinemagoers.
Novo Cinemas is credited with pioneering change and transforming the entertainment experience in the region, consistently pushing boundaries and bringing innovative and evolutionary technologies to the cinema sector. With theatres that serve as ‘cinema experience hubs,’ Novo has over 116 screens in 11 locations across the UAE and Bahrain.

Leveraging cutting-edge technology that backs Novo Cinemas, BackLite Media will offer advertisers a diverse choice of on-screen advertising and branding opportunities that will help deliver their message effectively to a wide cross-section of the public across the region.
Debbie Stanford-Kristiansen, CEO, Novo Cinemas, said: “As one of the largest and the most innovative cinema chains in the region, we are focused on providing best-in-class experiences for our viewers. Our cinemas, surging in the number of cinemagoers year-on-year, also serve as the perfect platform for advertisers to engage with their target audience. To continue delivering exceptional value to our advertisers, we are appointing BackLite Media, with its long-standing experience and presence in the region and proven expertise within the advertising sector, serves as a perfect fit for our goals. We look forward to a successful partnership together.”
Bill Fordyce, CEO, BackLite Media, said: “It is an honour to be working exclusively with Novo Cinemas to deliver on-screen branding and advertising over the next five years. This partnership also opens the doors for delivering high-end, on-screen advertising solutions to Novo Cinemas upcoming locations in Saudi Arabia, a truly exciting market that offers tremendous opportunity. This complements the focus of our Cinema division to expand our footprint into the Kingdom and the wider region. We’d like to thank Novo Cinemas and especially their CEO, Debbie Stanford-Kristiansen, a true pioneer in the cinema industry both at a regional and global level.”


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