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Mon 13 Jan 2020 02:10 PM

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Backlite wins Novo Cinemas screen advertising deal in Gulf region

Five-year deal covers Novo cinemas in the UAE, Bahrain and potential new locations in Saudi Arabia

Backlite wins Novo Cinemas screen advertising deal in Gulf region

BackLite Media, the regional 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 the UAE, Bahrain and potential new locations in Saudi Arabia.

The exclusive five-year deal, which starts 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.

BackLite Media said it 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 said it will provide a platform for brands to engage with their target audience, while ensuring a "world-class experience for cinemagoers".

Novo has more than 116 screens in 11 locations across the UAE and Bahrain.

Debbie Stanford-Kristiansen, CEO, Novo Cinemas, said: “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.”

Bill Fordyce, CEO, BackLite Media, added: “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.”

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