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Cinema Screen Media has announced a new technology that will enable advertisers to incorporate messaging features into their pre-movie ads, and is testing it in the Phoenix market.
In a move that marks what is believed to be the first interactive “backchannel” for cinema advertising, moviegoers with cell phones can interact with the ads by keying in a phone number given during the pre-show, writes MediaPost. They can then receive instant product information, engage in polling or trivia contests, and access promotions.
An application of the technology could look like this: a movie-goer sees a pre-movie ad for a restaurant. He text messages for more information and receives that information immediately. Two hours later, upon leaving the theater, he receives another text message which contains a discount for the restaurant.
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