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Polling Via Text Messaging Hits National CineMedia Theaters

Interactive polling by text messaging is coming to cinema advertising via Screenvision beginning this month.

The first advertiser, Verizon Wireless, will use the feature to ask theater-goers about their musical tastes; answers will then be calculated via a live feed, with results instantly displayed onscreen, writes MediaPost.

If the campaign is successful, Screenvision will roll out the feature beyond the top 10 DMAs where it is launching this month, to extend to its entire network of about 7,000 high definition screens.

Cinema ad networks have introduced several new interactive features in recent months. Reactrix signed a deal with National CineMedia to create interactive displays in theater lobbies. National CineMedia also recently announced a program called AdverGame, developed in conjunction with Brand Experience Lab’s AudienceGames program, which allows movie audiences to move together as sort of a human joystick that controls interactive gaming elements on the big screen. The program is available on 750 screens in 50 theaters in the top 20 markets.

Cinema advertising is growing at a healthy clip, and at least one major agency, MediaVest, has made plans to significantly trim spending on prime time broadcast ads and spend more on the big screen.