Cinema advertising specialist Digital Cinema Media (DCM) has partnered with outdoor media owner Primesight to install 100 NFC-enabled interactive six-sheet advertising panels in Cineworld, Odeon and Vue cinemas in the UK.
"The state of the art units will unlock even more creative opportunities for advertisers and deliver more effective, targeted campaigns through ground-breaking technology," says DCM. "Allowing for two-way communication with the cinema-goer, brands will be able to tailor messages to the user with touch, Wi-Fi, NFC and QR embedded in the unit case. This means even more creative, more targeted and more effective campaigns in cinemas."
The panels will be located in high traffic cinema foyer areas and are expected to deliver a monthly footfall of 2.5 million people. Frozen food brand Birds Eye will be the debut advertiser.