In celebration of its 20th Anniversary, Oliver Peoples Eyewear announced that it will launch a cinema advertising campaign in partnership with Screenvision. The 30 second spot, designed to look and feel like a movie trailer, features legendary film producer Robert Evans and is titled “Mind Games”. Screenvision, a leader in cinema advertising will be the exclusive in-cinema home for Oliver Peoples’s commenmorative cinema advertising spot.
Screenvision’s cinema advertising network is comprised of more than 14,000 screens across 2,300 theatres nationwide and reaches 92 percent of U.S. DMAs. Screenvision produces the only host-format entertainment preshow in the cinema advertising industry, which airs across Screenvision’s High Definition digital network of approximately 7,000 screens.
Oliver People’s wanted to create an authentic “Old Hollywood” campaign that stayed consistent with their brand identity. When conceptulaizing for the flm, the Oliver Peoples team came up with three words that embodied the true Hollywood spirit for them: glamour, mystique, and scandal.
Shot at Evans personal estate, as well as other key Hollywood landmarks like the Roosevelt Hotel, the Noir style film exudes the distinct, mysterious spirit associated with the man himself. Appropriately, throughout the ad he wears the Oliver Peoples and Robert Evans collaboration frame )launched in stores January 2008) as both a sunglass and an optical style. Nauta, the young, gorgeous blond, whose vague relationship with him leads to what can only be described as a climatic breakdown, wears a series of optical and sunglass styles from the Oliver Peoples 20 Year Anniversary Collection.
“Screenvision offers a unique opportunity for a company like Oliver Peoples to showcase a truly creative and exciting advertising campaign, in this case bringing an old Hollywood back to the movies,” said Michael Chico, executive vice president, sales and marketing, Screenvision. “Oliver Peoples was able to take advantage of Screenvision’s ability to micro-target prime markets and chose to selectively screen the vintage ad in New York and Los Angeles where their retail stores are located.”
“Cinema advertising seemed consistent with what our brand was founded on,” says Larry Leight, Founder and Creative Director, “We are the Hollywood lifestyle. What better way to make our entrance into the advertising world then through film and movie theaters?”
The “trailer” will show in select theatres in New York and Los Angeles. Launching May 30th and showing through July 3rd, the ad will align with many of this summer’s blockbuster films. To kick off the campaign and to celebrate the opening of their new boutique, Oliver Peoples will be hosting a private party at the Malibu Oliver Peoples store on May 31st.
ABOUT SCREENVISION
Headquartered in New York, N.Y., Screenvision is the world’s foremost cinema advertising company, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services for its theatrical exhibitor partners. In the U.S., the Screenvision cinema advertising network is comprised of over 14,800 screens in over 2,300 theatre locations across all 50 states and 93% of DMAs nationwide and delivers approximately 530 million consumer impressions annually through more than 150 theatrical circuits, including 11 of the top 15 exhibition companies. Screenvision is a joint venture between ITV plc (LSE: ITV), the UK’s largest commercial television network, and Thomson (Euronext Paris: 18453; NYSE: TMS), a global supplier of technology, services, and systems to the media and entertainment industries.
