The New York Times Launches Preshow for Movie Theaters

The New York Times is launching a new initiative called “Times in Cinema,” which will show branded Times video before the previews in select independent theaters. The approximately 10 minute long show will be made up of lifestyle, arts and travel videos from the Times’ archives.

Yasmin Namini, Senior Vice President, Marketing and Circulation, and General Manager, Reader Applications (good lord that’s a mouthful) for the Times, says the program is designed to speak directly to the paper’s readers. “Times in Cinema allows us to leverage the Times‘s incredible wealth of high-quality videos and create a unique, engaging brand experience to reach theatergoers in a relevant environment.”

And yes, that’s just a very fancy way of saying, “We’re hitting you with ads so deal with it.”