[The Next Web]
The cinema advertising company Screenvision is launching a second-screen experience for movie theaters. Called The Limelight, it will let users browse additional content before their movie starts.
To access this pre-movie content, they will have to download a specific app,Screenfanz, which is already available for iOS, with an Android version coming within a few weeks.”
The app, which belongs to Screenvision, includes a large range of entertainment options, from practical information on movie sessions to gaming and social features. For instance, movie-goers will be able to check-in, share content through Facebook, earn points and compete for film tickets.
On paper, the concept sounds quite promising. While we wouldn’t necessarily want to get distracted during the movie itself, watching trailers and commercials doesn’t require more attention than TV viewing. This means that moviegoers may want to play with a second-screen app on their phone – as long as the content is interesting enough. …
According to the company, brands that participated in the Limelight pilot research “delivered 54% unaided ad recall with nearly half intending to purchase these brands in the next year.” …
Read the full story here: http://thenextweb.com/media/2012/04/06/second-screen-content-coming-soon-to-your-movie-theaters/