Major merger of cinema marketers

CINEMAKING Publicitas AG is selling its subsidiary Publicitas Cinecom AG to Weischer Beteiligungs GmbH. This results in the merger of the two largest Swiss cinema marketers.The complexity resulting from the ongoing digitalization of the cinema business and the increasing pressure on margins led to the decision to divest the cinema business, Publicitas AG announced. In addition to print and online, the two most important revenue pillars of Publicitas, cinema marketing offered too few synergies and therefore no scalable effects in the company.Weischer Beteiligungs GmbH is taking over Publicitas Cinecom AG as of 21.09.2015 at 100% with all obligations to customers and employees. The two parties have agreed not to disclose details of the transaction.Christoph Marty, CEO Publicitas AG: "The sale of our cinema business allows us to invest more specifically in our core print and online business. We have already taken the first steps with the acquisition of xentive SA, the development of the new booking platform and the expansion of the digital team, and are continuing along this path with the new development of our tools for the advertising market. WerbeWeischer offers very good prospects for our employees and the cinema market and will invest in the further development of our offerings. "Florian Weischer, Chairman of WerbeWeischer, is looking forward to the joint future of the two Swiss cinema marketers: "Thanks to the innovative impetus that we have provided with WerbeWeischer in the Swiss cinema market since we entered the market almost three years ago, the cinema medium has continuously gained relevance in the moving image mix of advertisers - a highly positive development that WerbeWeischer will now continue to drive forward together with the cinema experts from Cinecom."