Screenvision is hoping that the new Screenfanz mobile app will draw movie viewers to the theater early for 20 minutes of ads and interactive games.
The pre-show, called The Limelight, will feature commercials, trivia and prizes.
With the app, movie fans “can watch trailers, search for showtimes, check in at the theater and earn points toward free movie tickets and concession snacks,” reports The New York Times. “They can also use the app to play interactive games during the Limelight preshow.”
Screenvision ran a pilot test of 640 viewers featuring ads from FedEx, Nestlé, Allstate and Purina. The company reported that more than 75 percent of the viewers indicated they would “definitely” or “likely” arrive at the theater early for the pre-show and use the app.
“In today’s fragmented, short-attention-span media universe, commercial-friendly environments are an endangered species,” says Travis Reid, chief executive of Screenvision. “Our new pre-show brings together the immersive power of advertising on the silver screen with rich mobile interactivity, a marriage that will transform consumer engagement in the theater environment.”
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