Kurt C. Hall
Analyst · Wedbush Securities
Well I think the content partner structure has served us very well. It, obviously, provides a big chunk of upfront money in addition to providing some entertainment content, if you will, to break up the ad, and to make it better for theater patrons. That's always been one of our strategic goals. So I don't see anything changing necessarily. I think the mix of content partners is continuing to change. We've added Microsoft, this year, as a content partner. That's been something that was a big breakthrough. Content partners, in the past, have generally been related to entertainment companies of one sort or another, either movie studios or television networks, either cable or broadcast. So I think moving into this world where we now have a big technology provider onboard, I think, opens a whole new set of categories that could make our content partner model even more robust than it already is. And the other thing that we've really try to stress over the years, which you noted, is to try to create longer form advertisements that I think play much better in the theater environment. I think 30-second ads are on the short end. For us, I would much rather see 60s or are 90s. And we're see a lot more of that. I think as people start to get comfortable with producing for cinema, the 30-second format is not as productive, if you will, or effective. So we're going to continue to push on that. We've also started to work a little bit with regional clients, especially the ones that are more national in orientation. We have a lot of companies, now, that are buying us regionally, as opposed to nationally, because I want to target certain markets are certain theaters. And so we've allowed, in some cases, them to move the content up a little bit, into our segment, too. And so that, I think, has helped a bit. But other than that, the preshow format that we've used has worked pretty well and I'm sort of, of the mind of if something is not broke, don't fix it.