Screenvision names Geoff Schiller CEO as cinema advertising bets on premium attention and Gen Z engagement. May 28, 2026 Geoff Schiller Screenvision Media has appointed former Vox Media Chief Revenue Officer Geoff Schiller as chief executive officer as cinema advertising companies reposition theatrical media as a premium, high-attention alternative in an increasingly fragmented digital advertising market. Schiller succeeds interim CEO Jeff Howe and will also join the company's board of directors. The appointment comes at a strategically important moment for the in-theater advertising industry, which is attempting to capitalize on improving box office momentum, changing consumer viewing habits and advertiser demand for environments less vulnerable to digital clutter and audience fragmentation. Screenvision said Schiller's experience building scaled advertising businesses across digital media platforms positions the company for its next phase of commercial growth and cross-platform advertiser engagement. Schiller most recently served as chief revenue officer at Vox Media, where he oversaw the company's global advertising organization, including brand partnerships, sales, marketing and content studio operations. Earlier leadership roles at Vice Media, Group Nine, POPSUGAR and Hearst Digital Media gave him deep experience navigating the transition from traditional media models toward integrated, platform-driven advertising ecosystems. That background is increasingly relevant as cinema advertising companies attempt to evolve beyond traditional pre-show ad inventory into broader experiential and premium media positioning. The hire reflects a wider trend across media and advertising markets: executives with digital advertising and platform monetization expertise are increasingly being recruited into legacy or experiential media categories seeking to modernize revenue models and advertiser relationships. Screenvision appears to be betting that theatrical advertising can benefit from several structural shifts happening simultaneously across the media landscape. First, advertisers are increasingly searching for environments with higher consumer attention and lower distraction levels as digital ad saturation intensifies across streaming, social and mobile channels. Second, Gen Z audiences - once expected to abandon theaters entirely - are showing renewed interest in theatrical experiences, particularly around event-driven releases, social viewing and premium entertainment formats. Third, the broader advertising market is shifting toward integrated, cross-platform campaigns where experiential media can complement digital engagement rather than compete directly against it. Schiller said Screenvision already possesses several strategic advantages, including its exhibitor relationships, national footprint and differentiated audience environment. The company currently reaches roughly 45% of the addressable U.S. cinema advertising market through a network of 14,000 screens across 2,300 theater locations and more than 150 theatrical circuits nationwide. That scale gives Screenvision significant reach at a time when advertisers are reassessing media channels capable of delivering what the industry increasingly calls "captive attention." Cinema advertising has historically operated as a niche extension of theatrical distribution economics. Increasingly, however, the category is being reframed as a premium video advertising channel competing for brand dollars alongside streaming television, connected TV and experiential media. The challenge for companies like Screenvision is proving that theatrical environments can deliver measurable brand impact in an advertising ecosystem increasingly dominated by performance metrics, programmatic infrastructure and data-driven attribution models. Schiller's background in digital media monetization may help the company bridge that gap by modernizing advertiser packaging, partnerships and measurement capabilities. The company also emphasized strengthening box office projections fueled by a stronger slate of original theatrical releases - an important dynamic as cinema attendance stabilizes following years of pandemic disruption and streaming competition. At the same time, advertisers are becoming more selective about premium environments capable of delivering emotional engagement and uninterrupted consumer attention. As media fragmentation accelerates, companies operating in experiential channels such as cinema, live events and out-of-home advertising are increasingly positioning themselves as differentiated complements to algorithmically driven digital media ecosystems. Screenvision's leadership transition suggests the company sees the future of cinema advertising not simply in selling screen time, but in competing more directly within the broader premium video and brand experience economy.

Screenvision announces leadership transition; Jeff Howe appointed Interim CEO. Screenvision Media, a provider of premium video advertising and content representation services for top-tier cinema exhibitors, has announced the appointment of Jeff Howe as Interim Chief Executive Officer, effective immediately. He succeeds John Partilla (J.P.), who is stepping down from his role. Howe is a seasoned executive leader with a proven track record of driving sustainable revenue growth, profitability and operational discipline at complex organizations across a range of industries. Throughout his career, he has held numerous cross-functional executive roles overseeing sales, operations, commercial execution and customer engagement. Previously, he served as Chief Revenue Officer at HD Supply, where he oversaw a team of 1,500 professionals generating more than $3 billion in revenue. Earlier in his career, he held a variety of senior leadership positions at Windstream Enterprise, including Executive Vice President of Sales & Customer Support, where he drove significant revenue and market-share gains across four strategic verticals. Howe is also a member of the Screenvision Board of Directors. "I have seen firsthand the exceptional work the Screenvision team has done to establish the company as a leader in cinema advertising, and I am excited to lead the business during this transition," said Howe. "Advertisers today are continuing to look for new ways to reach their target audiences, and Screenvision's ability to deliver premium, immersive experiences offers brands a powerful platform through which to create meaningful connections and drive measurable impact with engaged audiences. As we conduct a comprehensive search to identify the right leader for Screenvision's next phase of growth, I will be focused on supporting our team members across the organization to ensure Screenvision is best positioned to execute at the highest level. I look forward to working closely with the Board and leadership team to effect a seamless transition and continue building on the strong foundation J.P. and this team have established over the past decade." "My last 10 years of leading this company have been a rare privilege," said Partilla. "Together, we've driven record revenue years, successfully navigated the challenges of the pandemic and positioned ourselves for future growth and innovation. Now is the right time to look ahead to new challenges and opportunities, though I will always cherish this chapter."