Ads Give Moviegoers Chance to Interact†

How brands use games, polls and other social elements to engage passive audiences

Adweek, June 30, 2008 — NEW YORK Cinema is the oldest mass audio-visual medium. It is also as passive as media consumption gets. The imaginative application of — you guessed it — digital technology by marketers may change this. A deal struck earlier this month between Verizon Wireless and cinema-advertising network Screenvision combines mobile and social-networking applications to test an interactive polling program in American movie theaters.