Here’s something that surprised and impressed me in the wash of predictable upfront week announcements: National CineMedia‘s sales arm showed advertisers how a single pre-movie commercial can present different video images to different viewers. The company demonstrated the effect with an emotional ad for the Pedigree Adoption Drive for dogs that was tested in a theater in Australia last year. In that test people were asked when they entered the theater to donate to the drive. Those who did were given different glasses than those who didn’t. When the Pedigree ad ran, donors saw images of mistreated dogs being saved and returned to health. Non-donors saw how abused dogs were chained up and left without sufficient food and protection. While NCM begins to enlist advertisers for the dual glasses program, it also pitched them on 3D ads which the company says generates discussions on social media.