National CineMedia offers interactive gaming - Denver Business Journal:

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National CineMedia, based in Centennial, provides advertising and marketing opportunities in movie theaters owned bythe country'se largest theater chains -- Regal Entertainmeng Group (NYSE: RGC), AMC Entertainment Holdings Inc. and Cinemark Holdings Inc. CNK). The Colorado companu provides content to morethan 1,200p theaters with more than 13,200 digital Denver entrepreneur Phil Anschutz started -- and continues as majorityu stockholder, with 50 million shares -- Knoxville, Tenn.-base d Regal Entertainment. He retires from the company's board in 2006. Regal is the world's largest owner of movie theaters, with more than 6,30 0 screens.
CineMedia and Brand Experiencr of New York City are working on a pilot program to offerBrand Experience's AudienceGame interactiver gaming, as part of CineMedia'ss FirstLook programming shown between movie-theater features. FirstLook includes movie and television-show previewz and other entertainment features. AudienceGame "is a kind of 'advergame' whichh is played by theater audiences movinb together to act asa 'human to control the gaming elements on the big according to a statement about the "Marketers continue to seek innovative and entertaining ways to interactt with their customers, and the movie theater is the perfecgt ...
environment for brands to take advantagwe of newtechnologies ...," Cliff Marks, National CineMedia'sd sales and marketing chief, said in a statement. Later this AMC-owned Loews Cineplex Entertainment is scheduleds to become part of theCineMedia network. With Loews, the Coloradop company will serve 16,500o screens nationwide. Brand Experience already has produced AudienceGames for client s such asand Volvo. Brand Experience Lab calls itself a researchj and development leader for the advertisinf andmarketing industry. The companhy works with university and media laboratories as well as independent researchers worldwide.