Screenvision Taps New Interim CEO Amid Cinema Ad Market Evolution

NEW YORK, NY – January 08, 2026 – Screenvision Media, a national leader in cinema advertising, announced a significant leadership transition today with the appointment of board member Jeff Howe as Interim Chief Executive Officer. The move, effective immediately, follows the departure of John Partilla, who steps down after a transformative ten-year tenure at the company's helm.

The change comes as the cinema advertising industry continues to navigate its post-pandemic resurgence, capitalizing on the return of audiences to theaters while adapting to a rapidly evolving media landscape dominated by data-driven strategies and intense competition from digital platforms.

A Decade of Transformation Under Partilla

John Partilla’s departure marks the end of a significant era for Screenvision. Taking the CEO role in late 2015, he guided the company through a period of substantial growth and unprecedented challenges. Under his leadership, Screenvision reportedly achieved record financial performance, including an 80% increase in organic revenue and a tripling of earnings in the years leading up to the pandemic.

Partilla is widely credited with successfully steering the company through the COVID-19 crisis, a period that saw the cinema industry's advertising business plummet by an estimated 85% due to widespread theater closures. During that time, the company pivoted to supplement its core business by exploring advertising opportunities in alternative venues like doctors' offices and electric vehicle charging stations. As theaters reopened, Partilla oversaw a robust recovery, expanding Screenvision's network back to pre-pandemic levels of nearly 14,000 screens across 2,300 locations, securing an estimated 45% of the market share.

His tenure was also defined by a strategic push to modernize cinema advertising. He championed investments in automation, precision targeting, and data intelligence to streamline how advertisers purchase on-screen inventory. Innovations during this period included the formation of specialized networks to reach specific demographics, such as the Black Cinema Advertising Network, and a notable content partnership that brought "TikTok on the Big Screen" to its pre-show programming.

"My last 10 years of leading this company have been a rare privilege," Mr. Partilla stated in the announcement. "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."

Enter the Growth-Oriented Operator

Stepping into the interim leadership role is Jeff Howe, a seasoned executive whose background suggests a sharp focus on financial performance and operational excellence. Already a member of Screenvision’s Board of Directors, Howe brings a deep understanding of the company's current position and strategic imperatives.

His career is distinguished by a proven ability to drive growth in complex organizations. As Chief Revenue Officer at HD Supply, he led a 1,500-person team responsible for generating over $3 billion in revenue. There, he was recognized for implementing strategic process improvements in sales enablement and customer segmentation that boosted performance. Prior to that, during his tenure as Executive Vice President of Sales & Customer Support at Windstream Enterprise, he was instrumental in achieving significant gains in revenue and market share.

Howe's expertise in sales, operations, and commercial execution aligns with the industry's increasing demand for efficiency and measurable results. His appointment may signal a period of intense focus on optimizing Screenvision's operations and financial structure as it prepares for its next chapter.

"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 Mr. Howe. He emphasized the enduring value of Screenvision's platform for brands seeking to create "meaningful connections and drive measurable impact with engaged audiences." His immediate focus, he noted, will be on supporting the team to ensure a seamless transition while the board conducts a comprehensive search for a permanent successor.

Navigating a Resurgent but Evolving Ad Market

The leadership change at Screenvision is set against the backdrop of a dynamic and resurgent cinema advertising market. After the industry's near-total collapse in 2020, audiences have returned in force, with attendance now estimated to be at or above 90% of pre-pandemic levels. This rebound has revitalized cinema as a premium advertising channel, with global ad spend reaching nearly $5 billion in 2025.

The core appeal of cinema advertising remains its unique ability to command the attention of a captive audience. In a media environment saturated with distractions, the big screen offers an immersive, high-impact experience that digital ads struggle to replicate. Industry data suggests that ad recall in cinemas is up to 2.5 times higher than for online video, and engagement can outperform digital ads by 60%.

However, the industry is not simply returning to its old ways. The most significant trend is the rapid adoption of data-driven and programmatic buying. Programmatic digital out-of-home (pDOOH) platforms are making it easier for advertisers to execute targeted campaigns based on film genre, location, demographics, and audience interests. Screenvision has been a part of this shift, reporting in 2023 that a quarter of its inventory was already being purchased through programmatic channels. This trend mirrors moves by its primary competitor, National CineMedia (NCM), which has also heavily invested in its programmatic capabilities following a financial restructuring.

Despite the positive momentum, challenges persist. The rise of streaming services continues to fragment audiences, and the industry must constantly innovate to prove its value and reach. Furthermore, advertisers are demanding more sophisticated measurement tools to track return on investment, a challenge Screenvision and its peers are addressing with on-screen tools like QR codes.

The Road Ahead: Strategy and the Search for a New Leader

With Jeff Howe at the helm, Screenvision is expected to double down on operational discipline and sustainable growth. His interim leadership, backed by owner Abry Partners, could be geared toward optimizing the company's financial health and strategic positioning in preparation for a new permanent leader or a future liquidity event. Key to this will be continuing the company's push beyond the multiplex through its diversified "Entertainment Network," which includes advertising opportunities in sports, concerts, and e-gaming.

Innovations in data intelligence and programmatic enablement will remain critical for competing effectively against both NCM and the broader digital advertising ecosystem. The ability to offer advertisers seamless, data-rich buying experiences combined with the unparalleled impact of the big screen will define the next phase of growth.

As the board begins its search for a permanent CEO, it will likely seek a visionary leader with deep experience in digital transformation and a proven track record of strategic growth in the media sector. This new leader will be tasked with not only building on the foundation laid by John Partilla but also charting a course for Screenvision through an advertising landscape where the lines between digital and physical experiences are increasingly blurred.