That’s right, social media based ads are coming to a theater near you as Twitter and National CineMedia (NCM) are partnering to launch a new form of advertising. Using Twitter Amplify (Twitter’s ad targeting), the 1 minute advertising clips would run before the films in NCM’s 21,000 screens across 1,700 theaters. The advertisements would incorporate Vine and tweet content appropriate to the brand’s message, and that content would likely be promoted on Twitter as well.
Major broadcast networks including ESPN, FOX, and CBS already use Amplify in addition to the New York Times and major sports leagues like the NFL and NBA. Amplify’s expansion to movie theaters is a great marketing move, as it’s provides another strategic outlet for brands to reach consumers, especially the targeted millennial consumer that comprises the majority of moviegoers.
NCM has not released the names of any interested brands yet, but the SVP of Marketing at NCM has indicated that it is in conversation with past clients which include Microsoft, Samsung and Taco Bell (just to name a few). Although a brand has not officially signed on with Twitter for this new channel of advertising, we anticipate that it won’t be long before we start seeing hashtags on the silver screen.
The relationship could be an indicator of just how far Twitter’s influence may extend beyond its already strong presence on consumer desktops, smartphones and TV screens. Now, out-of-home signage may not be far behind if the microblogging platform finds success via the silver screen in the coming months.
“It’s about building a connection with the movie-going experience,” Steve Ochs, svp of marketing at NCM Media Networks, told Adweek. “It’s not going to be locked and loaded for necessarily every show. It depends a lot on the [brand].”