Back in May 2013, Twitter and National CineMedia (NCM) partnered up at an Upfront presentation in New York. Their intent – the specifics of which are just now starting to emerge – is to find a brand interested in helping bring Twitter to the movies – and we’re not talking about moviegoers who refuse to put their phones away during the film.
The idea is for one-minute clips to appear on the big screen containing social media-anchored advertising, including hashtags, to encourage Twitter users to get involved. The brand that steps up to the plate would have an exclusive one-year deal to use social media-anchored advertising on the big screen.
“It’s about building a connection with the movie-going experience,” says Steve Ochs, senior vice president of marketing at NCM Media Networks. “It’s not going to be locked and loaded for necessarily every show. It depends a lot on the [brand].”
And just what brands are showing interest in this exclusive one-year deal? NCM isn’t naming any specifics yet, but Ochs mentioned the company is in talks with past ad clients. These include big names like Samsung, Microsoft, Taco Bell, Best Buy, Old Navy and Kraft.
The ads would run on NCM’s 21,000 screens in 1,700 theaters across the country. Depending on the nature of the message, the ads will include tweet content and Twitter Vines. Video versions will also be posted on social media channels and will likely include support for Promoted Tweets.
Twitter Amplify is the key behind Twitter finding a presence on the silver screen. Amplify is already used by TV cable networks so they can track when commercials air and what resulting tweet activity occurs either about the brand or the TV show.
The idea is to better target Twitter users with Promoted Tweets based on their involvement and comments. “We are always looking for new ways to bring great and useful content to users with our partners,” says Glenn Brown, senior director of Twitter Amplify.
It will take some time, but soon you’ll be invited to tweet at the movie theater – so long as you put your phone away once the feature presentation begins.