Ads Give Moviegoers Chance to Interact

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. “In-cinema advertising gives us an opportunity to create a dialogue with the audience who is there, present and ready to be entertained,” said Lou Rossi, director of advertising and sponsorships at Verizon Wireless.

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