NASCAR content heading to theaters

Deal with Screenvision calls for a 90-second preshow piece

NASCAR and cinema advertising firm Screenvision have struck a partnership that will bring original stock car content to Screenvision's theater preshow.

NASCAR Media Group will create and produce year-round a 90-second content piece that may include racing highlights, driver profiles and behind-the-scenes vignettes. NASCAR's marketing partners will get a chance to sponsor the content.

Financial terms of the deal were not disclosed.

"This innovative partnership with NASCAR, the second highest-rated sport in the U.S., demonstrates how Screenvision continues to become an 'enthusiast' network with partnerships in music, gaming and sports creating dynamic content," said Mike Chico, executive vp sales and marketing at Screenvision.

As consumers become more elusive, the companies said the partnership will allow NASCAR advertisers to reach a captive audience on 15,000 U.S. screens.

The first NASCAR content will be seen before the start of the 2010 NASCAR Sprint Cup Series season -- the Daytona 500 -- in February.