• BackLite Media will exclusively sell, book and supply cinema on-screen advertising and branding for Novo Cinemas in the UAE, Bahrain and upcoming locations in Saudi Arabia.
  • New partnership underscores BackLite Media’s commitment to expanding its offering across the GCC and the wider region.
  • BackLite Media will use the most advanced technology that will give clients the flexibility to book campaigns by number of views that can target by both audience demographic and geography.

Dubai: BackLite Media, the region’s premier out-of-home (OOH) advertising company, 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 will commence in January 2020, 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, Chief Executive Officer, 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, Chief Executive Officer, 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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About BackLite

BackLite Media LLC is a specialist, out-of-home outdoor advertising company based in Dubai, in the United Arab Emirates. The company first introduced its unique unipole signs into the UAE 1996.

With an extensive range of quality out-of-home assets across key locations in the UAE, advertisers have the opportunity to target a captive and affluent audience through BackLite Media’s rigorous identification and evaluation of only prime strategic out-of-home media locations - and installing unique, elegant and technologically-advanced back-lit and digital signboards.

BackLite provides brands with access to four distinct portfolios:

  • Cinema: offering includes Novo Cinemas and Roxy Cinema
  • Malls: currently operating the advertising concession at Dubai Festival City and The Galleria Al Maryah Island, part of Gulf Related Properties
  • Destinations: BackLite operates digital media across City Walk, La Mer, Al Seef and The Beach in partnership with Meeras
  • Outdoor: architecturally- designed unipole signs along Sheikh Zayed Road (SZR), providing the only large-format network along SZR. Along with this, BackLite also operates key lamppost locations on SZR

About Novo Cinemas

Since 2014, Novo Cinemas has been a pioneering entertainment choice, offering visitors an unforgettable cinematic experience. Bringing more than movies to the big screen. Novo Cinemas is committed to providing every community a mix of bespoke entertainment options across a variety of viewing platforms including the indulgent 7-Star VIP theatres, action packed MX4D screens and IMAX with Laser. The latest addition to the experiences offered are Novo KIDZ, a kid-friendly cinema experience that can be used for birthday parties and private events. Novo Cinemas is one of the largest exhibitors in the Middle East with 17 locations and 178 screens across the GCC.

For more information, please contact:
adil@definitionagency.com 

© Press Release 2020

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