Val Morgan

Background

Val Morgan is a cinema advertising network which operates in Australia and is owned by Hoyts. It has a virtual monopoly of the cinema advertising market, holding the advertising rights to every major cinema chain (Village, Event, Greater Union, Hoyts, Reading, Palace, etc.) and the majority of Australia's independent cinemas.

Contents

1st (known) Logo (Early-Mid 1970s)	2nd (known) Logo (Mid-Late 1980s)	3rd Logo (1994)	4th Logo (Late 90s-Mid 2000s)


5th Logo (Mid 2000s-2012)	6th Logo (2012-2014)	7th Logo (2014-2019)	8th Logo (2019-)

1st (known) Logo (Early-mid 1970s)

Visuals: Over a black background, a series of purple and orange lines swirl around abstractly for a few seconds. Eventually, large white text reading "RELEASED BY VAL MORGAN AUSTRALIA" in a yellow 70s font spins in from the centre of the swirling lines and stops in the middle of the screen.

Technique: '70s Scanimation. The footage appears to be somehow interlaced and put on film at the same time.

Audio: A foreboding series of low and reverberated piano notes, followed by a high-pitched repeating 6-note melody that repeats itself while being played slower and slower.

2nd (known) Logo (Mid-Late 1980s)

Visuals: On a black background is a metallic rectangle with blue and brown reflective colours moving slowly towards the camera. When it stops a laser beam shoots across the top left of the screen. The box then sparkles and shines. The two more laser beams (one coming from left to right and the other vise versa) shoot the box the create the words "VAL MORGAN" on the top and "CINEMA ADVERTISING" on the bottom. The logo then constantly shines as another laser beam shoots across the top left.

Technique: 2D animation.

Audio: A suspenseful string tune followed by laser noises for the beams. A low synth note for the shining of the logo. Then when the letters are formed a triumphant eight note synth-brass tune, sounding similar to Peter Gabriel's "Sledgehammer", plays.

3rd Logo (1994)

Visuals: There is a gold filmstrip character (resembling the AMC mascot) walking around a spinning film canister that has the words "1894-1994" written on the side. The filmstrip then dissolves into glitter and flies around and forms the Val Morgan logo with the words "CINEMA ADVERTISING" underneath. A spotlight with a red hue shines on the logo.

Technique: CGI animation.

Audio: A magical 90s synth piece that comes to a crescendo with drums and horns.

Avaliability: Played in Australian and New Zealand cinemas at the time.

Legacy: This is also a possibility that this logo continued past 1994 and that this logo debuted as a 100th anniversary logo.

4th Logo (Late 90s-Mid 2000s)

Visuals: The screen pans through a landscape filled with yellow bar lights and film canisters forming a purple road. Above, there is the same golden filmstrip from the previous logo riding a film canister. The camera cuts to close shot of a Saturn-like planet, however the planet is made up of the gold central light, dark lilac filmstrips and popcorn rings. The filmstrip surfs on the popcorn, knocking them out of orbit. About half-way round the filmstrip stops and notices the filmstrip planet (which actually has a giant face) staring at it. The filmstrip then continues surfing around the planet. When it finishes its rotation the face moves to the right and a purple film strip with the words "VAL MORGAN" along with the company logo, consisting of three isosceles triangles (two rightside-up and one upside-down) to make "VM", to the left of it, wipes in.

Variants:

There was a version which added "MOTIVATE" so that it read "MOTIVATE VAL MORGAN"
In the year 1999 and 2000, the Sydney 2000 Olympic partner logo was added to recognise their involvement in the upcoming Sydney Olympics.

Technique: CGI animation.

Audio: A upbeat pop tune coupled by the filmstrip yelling "Wahoo!" at the start. When the logo name is revealed a female voice says "Always there".

5th Logo (Mid 2000s-2012)

Visuals: On a blue background the screen zooms back to see silver letters floating around. Four blue square then come from all areas of the screen to form a blue rectangle. The letters fade away as a white light appears and lights up the logo revealing "valmorgan" at the bottom of the rectangle. The words "cinema network" appear below on the left and right respectively, and move towards the logo until it lines up. Underneath all that "pre-show program" fades in.

Technique: CGI.

Audio: An upbeat and dreamy fifteen note echoing vibraphone piece.

6th Logo (2012-2014)

Visuals: On a dark blue gradient background, there is a small neon lines fly towards the left of screen and expand to an array of thin neon lines in a parabola-like formation, thinning out towards the right of the screen. The camera shot then rotates left and to another angle, to show the neon lines are actually form an sort of hourglass figure and another set of neon lines that are closest to the viewer. Above this last set of neon lines explain are the words "DEEP ENGAGEMENT", as the camera zooms back and left. A blurring effect happens and another shot of the neon hourglass structure appears as "PROVEN EFFECTIVENESS" appear as the camera follows a set of outwardly rotating neon lines that start to fizzle out. The camera then moves quickly and blurs slightly to the other side of the hourglass structure, where the words "CINEMA ADVERTISING DELIVERS RESULTS" as the hourglass forms back into the parabola-like shape at the start of the animation. The neon lines then close on each other, as, from the left of screen, a lens flare and fine dust form the ValMorgan logo, with the blue square (sans company name) and the words "valmorgan pre-show" while the URL www.valmorgan.com.au form in a spaced out, narrow font.

Variant: A Motivate Val Morgan variant exists.

Technique: CGI animation.

Audio: A very space-age soundtrack with calming string instruments, along with sci-fi sounding instruments which finish with a harmonious choir.

Availability: It was seen before every film in almost every Australian cinema.

7th Logo (2014-2019)

Visuals: On a black background, there is a series of small, circular objects, all in varying shades of blue, move towards a bright light on the horizon. They flash and create a human eye. Some more of those objects come in from the left of the eye, head to the right and then sweep past the screen, creating the words "DEEPER ENGAGEMENT", as the eye fades out. Then, there are more of the objects, this time creating someone's mouth, which opens, as more objects sweep past from the left, creating the words "HIGHLY EFFECTIVE" as the mouth fades out again. More of the objects make the eye again, and the screen zooms through the pupil, revealing the words "CINEMA ADVERTISING DELIVERS RESULTS". Then, more objects sweep the text away, revealing the same logo as before, made of glass, slowly fading to 2D. The logo then cuts to the first ad to be shown.

Variant: A Motivate Val Morgan variant exists.

Technique: CGI with live action elements.

Audio: A choir heavy tune, with a subwoofer drop when "DEEPER ENGAGEMENT" appears, as well as the sound of exhaling when the mouth opens, ending in a minor-note choir.

Availability: Seen before every film in almost every Australian cinema.

8th Logo (2019-)

Visuals: A water drop of some sort, drops onto a black surface, as it hits the surface it explodes into many water drop like objects, the screen cuts to a close up of the objects, it appears with many neon lines resembling possibly a flower, as gold tower like objects rise up in the right of the frame, the screen cuts to a birds eye view of the tower like objects which now look more like cogs, nuts and bolts, fall into what is now a screen in a cinema, some of these objects in the middle of the frame form an O as the camera pans around what is undoubtedly a cinema screen, the O turns into blue bubble like balls and the screen resembles an eye, The bubbles and balls quickly zoom out and the screen cuts to a close up of the bubbles and towers zooming towards the audience, the towers transform into bubbles and balls quickly, the screen cuts to a view of the cinema screen obstructed by two seats in a cinema, as the bubbles and balls are rising up to the ceiling of the cinema, the screen then cuts to a perfect view of the screen as the bubbles and balls move away from the screen which has a ripple effect on it, the words valmorgan in lowercase are formed on the screen by blue spark trails, the words "Making Messages Memorable since 1894" fade in, The camera zooms out behind a seat as the bubbles and balls float to the ceiling, the screen fades to black with only the white text "valmorgan" with "Making Messages Memorable since 1894" remains in white, cuts to black.

Technique: CGI animation.

Audio: The sequence starts with a sound reminiscent of a soaring jet or welding iron, then a bass drop, a synth background drone, with many whooshes, then a slight mechanical grinding sound, then as the towers turn to bubbles lots of bubbling and metal tinging and chiming, a rising but peaceful synth track, pounding drums as the valmorgan logo appears, the synth track holds its final note.

Availability: Seen in every cinema that Val Morgan advertises in Australia, New Zealand and the United Arab Emirates. Can be also seen on the advertising boards in a cinema foyer, however; it is not seen in some regional Australian independent cinemas.