The No. 1 movie ad sales company owned by National CineMedia says today that its new arrangements with Twitter, Foursquare and Entertainment Weekly will help advertisers to “be a part of the social conversation surrounding movies.” NCM is developing a weekly series about movie topics trending on Twitter that will appear in movie theaters and on the social network. It will offer audiences “a chance to continue the conversation and influence upcoming episodes.” NCM is looking for a presenting sponsor. The company is teaming with Foursquare — which helps smartphone users to connect with nearby people and places — to develop what it calls “local content and offers that are relevant to their movie-going experience.” And the deal with EW will add celebrity interviews and content to NCM’s FirstLook pre-show. The company adds that content from the show will appear in a new five-minute digital version called FirstLook5. It also will launch this month a FirstLook Sync app, that uses audio recognition technology to interact with ads that appear on the movie screen. It will roll out this month in Regal Entertainment’s mobile app. Later it will be available as a stand-alone app, in other movie theaters’ apps, and as part of NCM’s Movie Night Out app.
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