NASCAR content heading to theaters

NEW YORK (Hollywood Reporter) - NASCAR and cinema advertising firm Screenvision have struck a partnership that will bring original stock car content to Screenvision’s theater preshow.

Year round, NASCAR Media Group will create and produce 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.

The companies said the partnership will enable 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.