Largest cinema advertising network in the U.S. to show new PSA starring Academy Award-winning actor Morgan Freeman, urging Americans to “Trust science. Get the vaccine.”
April 8, 2021 (NEW YORK, NY) – The Creative Coalition (TCC) today announced that National CineMedia (NCM), the largest cinema advertising network in the U.S., will show TCC’s new COVID-19 vaccine PSA in movie theaters around the country beginning this Friday, April 9. The spot, titled “Be There. This Is Your Shot” and starring Academy Award-winning actor Morgan Freeman, urges Americans to “Trust science. Get the vaccine.” The PSA was produced in partnership with the National Blue Ribbon Task Force to Stem COVID-19 Vaccine Hesitancy, led by The Creative Coalition and Yale University School of Public Health.
WATCH THE NEW PSA STARRING MORGAN FREEMAN HERE
“I’m not a doctor, but I trust science. And I’m told that, for some reason, people trust me,” Freeman says in the new PSA. “So here I am to say I trust science and I got the vaccine. If you trust me, you’ll get the vaccine. In math, it’s called the distributive property. In people, it’s called taking care of one another. Get the vaccine. Help make our world a safe place for us to enjoy ourselves again. Please.”
The “Be There. This Is Your Shot” PSA will be seen in the Noovie® pre-show across the cinema advertising leader’s national theater network in AMC, Cinemark, and Regal Cinemas, as well as on the NCM® Lobby Entertainment Network (LEN), featuring video screens in strategic theater lobby locations. NCM’s Noovie pre-show gives movie audiences a reason to arrive at the theater early to discover what’s next, with exclusive entertainment content, in-theater gaming, and engaging advertising from national, regional, and local brands.
“As more and more Americans return to the movies, it’s especially critical we reach people about the safety and efficacy of COVID-19 vaccines,” said The Creative Coalition CEO Robin Bronk. “The Creative Coalition and the National Blue Ribbon Task Force are so grateful to NCM for helping us share this life-saving message with moviegoers around the country.”
“There is huge pent-up demand for people to get out of the house and get back to the movies to see amazing talent like Morgan Freeman on the big screen,” said National CineMedia (NCM) Executive Vice President & Chief Revenue Officer Scott Felenstein. “But we have to do it safely, and COVID-19 vaccines and CinemaSafe safety protocols are a huge part of being able to return to the essential communal entertainment experiences that shape our lives and our culture. Every vaccine shot gets Americans one step closer to getting back to the things and the people that we love, and we’re proud to support that effort.”
The “Be There. This Is Your Shot” PSA was developed by iconic advertising legend Allen Kay (“If you see something, say something”), edited by Jeff Fisher, with music by Brian Wayy, courtesy of Teletunez Music. The PSA was written by Emmy-nominated writer/producer Bill Prady (“The Big Bang Theory”) with support from Revelations Media.
About the National Blue Ribbon Task Force to Stem COVID-19 Hesitancy
Launched in February 2021, the National Blue Ribbon Task Force to Stem COVID-19 Vaccine Hesitancy is a national effort spearheaded by The Creative Coalition in partnership with the Dean of the Yale University School of Public Health that brings together the most significant influencers and leaders in the U.S. from the entertainment industry, Fortune 500 companies, academia, medicine, professional sports, retail, fashion, and NGOs to lead social welfare and public advocacy efforts to stem COVID-19 vaccine hesitancy. The Blue Ribbon Task Force provides programming, leadership, guidance, and creative assets in a national campaign aimed at reducing vaccine hesitancy across the most vulnerable communities.
In addition to The Creative Coalition and Yale School of Public Health, other entities that are part of the task force include APCO Worldwide, BNY Mellon, Craig Newmark Philanthropies, Deloitte, Franklin Templeton, Interpublic Group, Merck, NASCAR, Pace University, Stanley Black & Decker, The American Cleaning Institute, The Corcoran Group, UPS, ViacomCBS, and Walton Family Foundation, among others.
Co-chairs of the Task Force are Jenny Johnson, President & CEO, Franklin Templeton Investments; Margery Kraus, CEO & Executive Chairman, APCO Worldwide; Rob O’Neill, SVP, Content Strategy & Acquisitions, ViacomCBS; and Dr. Sten Vermund, Dean, Yale University School of Public Health.
THE CREATIVE COALITION is the premier nonprofit, 501(c)(3) nonpartisan charity of the entertainment industry dedicated to using the power and platform of the arts and entertainment communities in award-winning public service and advocacy campaigns. Founded in 1989 by prominent members of the creative community, The Creative Coalition is dedicated to educating, mobilizing, and activating its members on issues of public importance. Actor Tim Daly serves as the organization’s president.
NATIONAL CINEMEDIA (NCM) is America’s Movie Network. As the largest cinema advertising network in the U.S., we unite brands with the power of movies and engage movie fans anytime and anywhere. NCM’s Noovie pre-show is presented exclusively in 53 leading national and regional theater circuits including AMC Entertainment Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK) and Regal Entertainment Group (a subsidiary of Cineworld Group PLC, LON: CINE). NCM’s cinema advertising network offers broad reach and unparalleled audience engagement with over 20,400 screens in over 1,650 theaters in 190 Designated Market Areas® (all of the top 50). NCM Digital goes beyond the big screen, extending in-theater campaigns into online and mobile marketing programs to reach entertainment audiences. National CineMedia, Inc. (NASDAQ:NCMI) owns a 48.01% interest in, and is the managing member of, National CineMedia, LLC. For more information, visit www.ncm.com and www.noovie.com.
Contact for The Creative Coalition:
Seth Adam, The Lead PR
c. (661) 803-4465
Contact for National CineMedia (NCM):
Amy Jane Finnerty
p. (212) 931-8117