Jean Mineur Mediavision

What Jean Mineur Mediavision does

Jean Mineur Mediavision B.V. is the leading cinema advertising exploitant in the Netherlands, operating a national network of more than 80 cinema locations that includes all Pathé, VUE, and Kinepolis multiplexes plus the majority of independent arthouse theaters. The company sells on-screen advertising ('doekreclame') through nine targeted packages — Global Vision, Film Follow, Family Vision, Top 15, Art Vision, Flex Vision, Selectief, Movie Grafix, and Local Vision — and a complementary non-spot line covering sampling, photobooths, Ladies Night events, private screenings, automotive displays, and LED frames. Its underlying technology stack handles commercial scheduling, delivery confirmation, and campaign reporting across the cinema network; effectiveness claims are supported by proprietary research conducted by DVJ Insights since 2015, and by a 2025 GroupM/MeMo2 (Kantar) collaboration finding cinema to be the highest-impact advertising channel ever measured.

The business operates on a direct, consultative sales model: an in-house team of account managers works with media agencies (Wavemaker, OMD, Mindshare, Havas Play, EssenceMediacom) and brand advertisers (L'Oréal, Samsung, Lindt, Tempo-Team, Bol.com, Omoda, Hornbach, TOTO) to design bespoke cinema campaigns. Pricing is quote-based against an annual downloadable ratecard (Tariefkaart 2026), with multi-year contract cadence and tiered packages covering mass reach, demographic targeting, and regional/SMB entry points. Marketing relies on case-study content, industry PR, client screening events, and agency partnerships; distribution is exclusively direct with no self-serve channel.

The company is privately held and independently owned, headquartered in Amsterdam at Van Heenvlietlaan 200-B, with 1–10 employees, and has been operating since 2001. It received the Exploitant van het Jaar award from Adformatie in 2025 and the Jan Nijland Zilveren Roos industry honor for Managing Director Marlene Wickel in January 2026, indicating strong standing within the Dutch cinema and advertising sector.

Name

Jean Mineur Mediavision

Legal name

Jean Mineur Mediavision B.V.

Website

https://jeanmineurmediavision.nl

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Jean Mineur Mediavision is the leading Dutch cinema advertising operator, selling on-screen and off-screen ad campaigns across an 80+ cinema national network to enterprise brands and media agencies through nine targeted packages and proprietary effectiveness research.

Ownership category

akta.pro rank

Product category

Cinema Advertising

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Cinema Advertising & On-screen Media Networks (MPADAKAO)

akta.pro secondary industries

Cinema Media Buying (BPAFABAG), Place-Based / Retail & Venue Media (Malls, Gyms, Cinema, Office Buildings) (BPAFALAE)

Keywords

• Cinema advertising
• Screen advertising
• Doekreclame
• Non-spot activations
• Media network

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Doekreclame (Screen Advertising): Core revenue stream from on-screen cinema advertising placements across the full network or targeted subsets (Global Vision, Film Follow, Family Vision, Top 15, Art Vision, Flex Vision, Selectief, Movie Grafix, Local Vision). Advertisers pay per campaign for screen time in cinema auditoriums.
2. Non-spot Activations: Revenue from supplementary cinema-based activations including product sampling, photobooths, Ladies Night events, private screenings, automotive displays, and LED frames. These complement on-screen campaigns and are priced as add-on packages.
3. Cinema Network Advertising Research & Consulting: Proprietary effectiveness research (DVJ Insights) used to consult clients on optimal spot length, campaign strategy, and ROI benchmarking vs. TV. Supports premium pricing and consultative sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Jean Mineur Mediavision operates a cinema advertising network across the Netherlands, offering on-screen advertising (Doekreclame) before films in a network that spans all Pathé, VUE, and Kinepolis multiplexes plus a broad set of independent and arthouse cinemas. The company also provides off-screen (Non-spot) activations including sampling, photobooths, Ladies Night events, private screenings, automotive displays, and LED frames, packaged with nine screen-advertising products (Global Vision, Film Follow, Family Vision, Top 15, Art Vision, Flex Vision, Selectief, Movie Grafix, Local Vision) for national, targeted, regional, and local advertisers.

Product overview

Jean Mineur Mediavision operates as a cinema advertising platform with two core product lines: Doekreclame (on-screen cinema advertising) offering nine targeted advertising packages including Global Vision for national reach, Film Follow for film-specific targeting, Family Vision for family audiences, Top 15 for major city cinemas, Art Vision for arthouse cinemas, Flex Vision for flexible scheduling, Selectief for regional targeting, Movie Grafix for budget-conscious advertisers, and Local Vision for small business local campaigns. The second core line, Non-spot, provides off-screen promotional activations including Sampling, Photobooth, Ladies Night events, Besloten Voorstelling (private screenings), Automotive displays, and LED-frames at Kinepolis cinemas. Supporting resources include a Filmkalender for campaign planning, Specificaties for technical delivery requirements, and Tariefkaart for pricing information.

Differentiator

Problem solved

Functional benefit

Products and services

• Doekreclame (Screen Advertising) On-screen cinema advertising that displays commercials before movies in theaters across the Netherlands, offering maximum impact through undivided audience attention across the full JMM cinema network.
• Global Vision National coverage advertising package reaching a broad and diverse audience through the full Jean Mineur Mediavision cinema network, targeting large brands and campaigns.
• Film Follow Targeted advertising aligned with one or multiple specific films, reaching audiences based on unique visitor profiles for selective target group reach.
• Family Vision Advertising placement during all Dutch (dubbed) family films, focusing on families with children for family-oriented campaigns.
• Top 15 Advertising in the 15 highest-reach cinemas in the Netherlands, concentrated in major cities for cost-efficient broad coverage.
• Art Vision Advertising during high-quality arthouse films in arthouse cinemas from the network, targeting AB1 demographic.
• Flex Vision Flexible advertising with daily deployment options, only available at Flex Vision cinemas, ideal for action-oriented campaigns with specific start or end dates.
• Selectief Selective advertising in one or multiple cinemas of choice, offering flexibility in location selection, ideal for regional brands, customizable per campaign.
• Movie Grafix Budget-friendly advertising without live action commercials, suitable for local and regional advertisers with shorter commercials.
• Local Vision Local advertising campaigns over extended periods, directly connecting with the local market at affordable rates for small businesses.
• Non-spot (Off-screen Activations) Non-screen promotional products that strengthen brand messaging through sampling, photobooths, events, and other activations in the cinema foyer.
• Sampling Bringing brand and product to attention through eye-catching sampling actions in the cinema foyer, increasing brand recognition through direct interaction.
• Photobooth Creative photobooth experience with unique photos, fun in the cinema, social media integration, and lasting brand memory.
• Ladies Night Event targeting enthusiastic women aged 18-40 during Ladies Night, featuring 100% female audience, sampling, and product demonstrations.
• Besloten Voorstelling (Private Screening) Exclusive cinema screening tailored for customers, partners, or employees for presentations, films, and relaxed gatherings with custom catering.
• Automotive (Car Displays) Car display at a prominent location in the cinema, visible in a unique setting, ideal for brand and model promotion.
• LED-frames Eye-catching LED displays to increase visibility, supporting screen campaigns with striking LED lighting, available at all Kinepolis cinemas.
• Tariefkaart (Rate Card) Pricing information and rate card for cinema advertising packages and non-spot products, available for download (Tariefkaart 2026 in Dutch and English).

Quantifiable outcome

• 20% higher top-of-mind brand recall vs. TV commercials
• +10 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Pathé (Netherlands)coreStrategic or Co-development PartnerJean Mineur Mediavision represents all Pathé cinemas in the Netherlands as part of its network. Pathé's multiplexes (including Pathé Arena, Pathé De Kuip, Pathé Tuschinski, Pathé De Munt, Pathé Schouwburgplein, and others) form the backbone of JMM's premium cinema advertising inventory. This is a foundational network partnership.
• VUE Cinemas (Netherlands)coreStrategic or Co-development PartnerJMM's network includes all VUE cinemas in the Netherlands, providing multiplex inventory across cities including Amsterdam, Rotterdam, Eindhoven, Enschede, Arnhem, and others. VUE is a key pillar of JMM's national reach.
• Kinepolis (Netherlands)coreStrategic or Co-development PartnerAll Kinepolis cinemas in the Netherlands are represented in JMM's network, including major locations such as Kinepolis Jaarbeurs (Utrecht), Kinepolis Enschede, and others. Kinepolis contributes significantly to JMM's cinema screen inventory.
• Independent Dutch CinemascoreStrategic or Co-development PartnerJMM represents the majority of independent cinemas in the Netherlands, including arthouse theaters such as De Filmhallen, Filmtheater De Witt, Rialto, LAB111, Kriterion, The Movies, and many others. This provides niche targeting options (Art Vision) and access to AB1 demographics.
• DVJ InsightscoreStrategic or Co-development PartnerDVJ Insights has been conducting annual research on behalf of Jean Mineur Mediavision since 2015, measuring cinema advertising effectiveness vs. TV. This research forms JMM's proprietary evidence base for sales and marketing, providing ROI data on brand recall, activation, and direct response.
• GroupM / EssenceMediacom / Mindshare / WavemakercoreStrategic or Co-development PartnerMajor media agencies within GroupM (EssenceMediacom, Mindshare, Wavemaker) collaborated with JMM on the GroupM/MeMo2 (Kantar) Awareness Impact research, which found cinema to have the highest impact ever measured among advertising channels. These agencies are key channel partners bringing advertiser budgets to JMM.
• AuxiliumminorImplementation/ SI/ Consulting PartnerPromotional agency engaged by JMM for in-cinema sampling activations. For the L'Oreal CeraVe campaign, Auxilium deployed a team of promoters across four Pathé locations to distribute product samples.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• National CineMedia (NCM): The largest cinema advertising network in the US, operating the Noovie pre-show program across AMC, Regal, and Cinemark. Direct competitor to JMM in product model (exclusive cinema exhibitor agreements, on-screen ad sales, off-screen activations) and customer base (national brand advertisers and holding-company agencies).
• Digital Cinema Media (DCM): The exclusive cinema advertising sales house for the UK and Ireland, representing Cineworld, Vue, Odeon, and Everyman screens. Directly comparable to JMM in function (sell on-screen ad inventory to brand advertisers and agencies) and geographic adjacency to the Dutch market.
• Pearl & Dean: Historic UK cinema advertising sales house. Operates the same business model as JMM — exclusive on-screen inventory representation across UK cinema chains plus supporting non-spot activations — and serves an overlapping customer base of national brands and media agencies.
• Screenvision Media: US cinema advertising network operating pre-show advertising programs in exhibitor partners. Comparable to JMM through exclusive representation agreements with cinema operators and on-screen plus lobby activation offerings for national advertisers.

Broad incumbents

• Ströer: Germany's largest OOH media company with a broad portfolio including roadside, digital out-of-home, and cinema-adjacent inventory. A broader OOH incumbent that competes for cross-media OOH budgets but does not operate as a cinema-specialist.
• JCDecaux: Global outdoor advertising market leader with significant street furniture and transit exposure and growing DOOH. Operates broadly in OOH and competes for advertising budgets that could otherwise flow to cinema, but is not focused on cinema screens specifically.

Emerging players

• Vistar Media: Programmatic DOOH ad-serving platform enabling automated buying across OOH networks including some cinema place-based inventory. Adjacent / partial competitor to JMM's high-touch sales model and a potential channel partner or disintermediation risk.

Others

• GroupM (WPP media agencies): Largest media-buying group globally, operating Mindshare, Wavemaker, and EssenceMediacom — all documented JMM channel partners. Listed as a buyer-counterparty rather than competitor, but their consolidation of media-buying rails influences how cinema ad budgets are transacted.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat6 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/jean-mineur-mediavision-bv/posts/?feedView=all

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jean Mineur Mediavision