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Aug. 11, 2008

Sprint will soon have a captive audience with which to share its brand.

On Friday, the carrier has announced an exclusive, multi-year deal with National CineMedia to promote courtesy in movie theaters, replacing AT&T.

Cliff Marks, president and chief marketing officer with National CineMedia said “we make it exclusive because we think just only single wireless company will gain a lot of benefit for being the brand that’s socially responsible.”

Overall, the cinema is a strong medium to reach 12- to 34-year-olds, he added, with a high percentage of the movie-going audience falling right in that age group.

“Teenagers and young people remember the brand that does it and the spots work very well,” he said.

In a recent survey, about 93 percent of movie-goers reported they either silenced, put on vibrate or turned off their devices as a result of the AT&T Be Sensible messages.

The spots will be seen on more than 14,300 screens in more than 1,100 AMC Entertainment, Cinemark Holdings and Regal Entertainment Group movie theaters.

The messages will start sometime in October 2008.

In a conference call with investment analysts, Sprint CEO Dan Hesse reiterated the company’s No. Two priority.

That priority is to rebuild the Sprint brand, which is right behind the company’s No. 1 goal of improving the customer experience at every point.

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Source: Sprint Wireless.