Enlivening Pre-Movie Programming

If you’re anything like me, when you go to the movies, you get there early to be assured of a good seat: there’s nothing worse that arriving 10 minutes before the start of the feature and finding out there are only free seats in rows one and two. Then the pre-movie programming starts and I wish I’d stayed home and waited for the Blu-ray.

So it’s a double-edged sword: the risk of a terrible seat for 2 hours or 20-minutes of dreadful movie trivia on a five-minute loop (at best). Two companies have grand ambitions to change all that.

Screenvision, is launching The Limelight – the first 2-screen configuration targeted to the big screen and mobile devices. According to Screenvision “The Limelight will make movie-going more fun and involving for the audience, giving them a reason to arrive at the theater early and switch on their mobile devices to play trivia and share movie activity with Facebook friends, earn points and prizes, and much more”. Of course it’s really so you can be targeted with more appropriate advertising, but I’ll take it over what’s on offer today.

Another company that thinks they’ve got the solution is Phenomblue with their new Movie Lotto. The general idea is that you arrive early, text a number with your Smartphone, and then scratch a virtual ticket. The grand prize for this is a barcode to redeem at the concession stand. All this for some more popcorn?

I can’t say either of these would make me arrive one second earlier. They may just alleviate some of the boredom. The real upside is that once the technology is in place, good content will follow (I hope).

 

 

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