Taco Bell has launched a new advertising campaign in cinemas nationwide through National CineMedia’s FirstLook pre-feature program, which is seen on more than 16,800 screens in over 1,325 AMC Entertainment Inc., Cinemark Holdings Inc., Regal Entertainment Group, and other network affiliate movie theaters.

The new ad campaign, “Roosevelt’s,” is Taco Bell’s first foray into cinema advertising and is running before summer releases Transformers: Revenge of the Fallen and Public Enemies. The campaign was developed to support Taco Bell’s “Why Pay More!” value menu. It focuses on the importance of the dime (on which Franklin Roosevelt is featured), signifying the difference between Taco Bell’s 89¢ Grilled Chicken Burrito and other quick-serves’ 99¢ value items.

In addition to the big screen, the new Taco Bell spot will be seen on National CineMedia’s Lobby Entertainment Network (LEN) of plasma screens located in key locations throughout movie theater lobbies. After premiering in cinema, it will then make the move to television.

“We wanted to get our big ‘Why Pay More!’ value news out in a big way,” says David Ovens, chief marketing officer of Taco Bell. “So we decided, like millions of Americans this year, that is was the perfect time to go to the movies. There is no place bigger than the big screen. With some of this summer’s biggest blockbusters just hitting theaters, we know movie goers will be heading to cinema in droves. It’s a perfect way to really stand apart from our competitors and effectively reach consumers in a really big and engaging way. We want to bring to life that we are the leaders in offering amazing value from our 79¢/89¢/99¢ ‘Why Pay More!’ menu.”

“Cinema has finally achieved the national scale and digital efficiency that [quick-serve] advertisers crave, and we’re thrilled that Taco Bell has included us as part of their launch strategy for their new campaign,” says Cliff Marks, president of sales & marketing with National CineMedia. “They’ve created an incredible spot which I’m sure our audiences will ‘eat-up,’ and I expect that the recall and likeability of this campaign will be huge. Cinema is the perfect place for a great brand like this to reach customers while they’re out and about—and hungry!”