Screenvision is getting back into the business of providing movie theaters with non-Hollywood content, such as concerts and Broadway performances, to help fill seats on weekdays when attendance is low.

The No. 2 seller of movie theater ads says this morning that it forged a strategic alliance with a new company, KAOS Connect, founded by former NCM Fathom Events execs Shelly Maxwell and Dan Diamond. KAOS will be the exclusive provider of cinema events to Screenvision starting early in 2016.

Theaters will have opportunities to show the events, and to sponsor them. In addition, advertisers will be able to “integrate into the event programs through promotions, trailers and in-lobby media elements like signage, tables and hand-outs,” Screenvision says.

This is one of the first major new initiatives for Screenvision CEO John Partilla, a long-time ad exec who took the top job in October. He calls the deal “a significant step” in the company’s plan to “broaden the content opportunities available to brands.”

Maxwell and Diamond say that the alliance will “revolutionize the industry.”

The deal marks a return to the content business for Screenvision. It says today that it put its events offerings on “temporary hold” during a period when it agreed to merge with NCM, the dominant seller of exhibition ads. The deal fell apart in March when the companies decided not to fight the Justice Department, which late last year sued to block it on antitrust grounds.

Earlier Screenvision events included anime (such as DragonBall Z: Battle of Gods), content for children (My Little Pony: Equestria Girls) and theatrical performances (Company, Driving Miss Daisy, and Romeo and Juliet).