Do This, NOT That: Marketing Tips with Jay Schwedelson

SPECIAL GUEST!! 🍿 The AD You Can't SCROLL Past - CEO Screenvision Media Geoff Schiller | Ep. 571

October 2, 2026

AI Summary

5 min read

Cinema Advertising: The Channel You Can't Scroll Past

When Geoff Schiller became CEO of Screenvision Media, he inherited a surprising truth: 77% of the U.S. population went to a movie theater in 2025, and for Gen Z, that number jumps to 90%. This matters because cinema advertising is one of the few remaining media environments where audiences cannot skip, scroll, or look away. As Schiller puts it, the things that are headwinds for digital media become tailwinds for cinema: "There's no ad fraud… Cloudflare had said in June that there's more bot traffic on the web than human beings. We know they're humans. You go to the movies with your family, you're a human. We have 100% viewability."

How Cinema Advertising Actually Works

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What you'll learn

1 (00:16) **Intro & The Cinema Advertising Opportunity** - Jay introduces Geoff Schiller, CEO of Screenvision Media, which represents 14,000 screens across 2,300 theaters and delivers half of all U.S. cinema ad impressions.
2 (03:34) **Why Cinema Wins Over Digital** - Geoff contrasts cinema's "tailwinds" with digital advertising's "headwinds."
3 (04:30) **Targeting: National, Regional, and by Movie Genre** - Geoff explains the flexibility of cinema ad targeting, from broad national campaigns to hyper-local buys.
4 (05:36) **The Stress of Box Office Fluctuations** - Jay asks how Geoff handles weekends when movies underperform.
5 (07:30) **Micro-Targeting by Genre and Sub-Genre** - Geoff confirms that advertisers can target specific movie genres and even sub-genres.
6 (08:51) **Attribution: Proving ROI Beyond the Screen** - Geoff details how Screenvision tracks whether cinema ads drive real-world behavior.
7 (11:10) **The "Super Bowl" Weekend: December 18th** - Jay and Geoff discuss the massive upcoming weekend when *Dune: Part Three* and *Avengers: Doomsday* open on the same day.

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Show Notes

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Connect with Geoff Schiller on LinkedIn and check out Screenvision Media to see how cinema advertising works for brands of any size, from big consumer brands to small businesses and nonprofits.

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Nobody scrolls past an ad on a 40-foot screen, and that might make cinema the most overlooked channel in marketing right now. Jay Schwedelson gets the inside story from Geoff Schiller, CEO of Screenvision Media, on the ads you watch while you're still working through your popcorn. The theaters are packed with Gen Z, the targeting goes deeper than you'd expect, and the price of entry is lower than you'd guess.

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Best Moments:

(01:59) How a 28-minute pre-show, lobby screens and even parking lots turn a t