Moviegoers who arrive at the theater early are no longer a captive audience for the ads, trivia, and miscellaneous content that precede the movie trailers than run before the feature presentation, as the ubiquity of the smartphone has become the preferred distraction for early birds at the theater.
One of the companies that produces those pre-show reels, National CineMedia (NCM), wants to take back the pre-show experience by way of a mobile AR app called Noovie ARcade. With the Noovie ARcade app for iOS or Android, users can scan targets embedded in the pre-show reel or displayed in the lobby… more
Source: Theaters Turn to Mobile AR Gaming to Reclaim Pre-Show Movie Experience
