The movie ad company is working with Monster Media on the screens, which will be up by Friday at theaters in 10 major markets including New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, and Boston. They’ll measure 10-feet by 8-feet, combining nine 46-inch LCD screens, and can handle “multi-touch, motion activated, kinect-style interaction, photo capturing functionality and augmented reality,” the companies say. NCM Media Networks President Cliff Marks says that moviegoers “spend at least 10 minutes in our theater lobbies, so when our audiences see a brand on the big screen and can also interact with that brand in the lobby environment, it creates a unique level of engagement throughout their movie-going experience that can’t be found in any other video marketing platform.”

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