Silence is golden, reads your local theater’s pre-film PSA: please turn off your mobile device. It’s a courtesy to other moviegoers, of course, but a deal between Twitter and theater advertising firm National CineMedia could tweak this gold standard. According to Variety, the pair are working on a one-minute weekly pre-roll show that culls movie-focused content from Twitter and Vine, featuring a stream of hashtagged tweets from viewers.
SourceEntertainment-related tweets and six-second Vine videos are set to splash onto movie screens across the country starting this summer, through a deal between Twitter and in-theater advertising company National CineMedia. Under the pact, NCM-affiliated theaters are expected to begin running a 1-minute weekly show focused on trending movie and entertainment content, powered by Twitter and Vine, starting in mid-2014. The programming will invite moviegoers to interact via hashtags, with the potential that their own tweets could be featured in the stream. Currently, NCM and Twitter do not have any sponsors lined up for the series. NCM is still developing the on-screen format, after which the companies plan to start approaching brand sponsors. The social-media company is distributing the branded content through the Twitter Amplify video-promotion tool, which counts several TV networks and media companies as partners.
