Entrance to Novo Cinemas at IMG Worlds of Adventure, Dubai, UAE

Major ad management deal to include new Saudi cinemas

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…

visit Saudi Gazette to read full story

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