Shazam edges further into movie theaters as interactive ads roll out across the US

Back in May, Shazam revealed a partnership with cinema ads network National CineMedia (NCM), one that would extend advertisers’ reach within movie theaters. Today, the program is being rolled out nationally across more than 20,000 screens in the US. Parts of NCM’s FirstLook pre-show will be compatible with Shazam’s audio-tagging mobile app. Given the general hostility towards phones in cinemas, the functionality will be restricted to the pre-show, meaning before the trailers and film starts. How will you know when to ‘Shazam’? Well from today, a “series of spots” will air asking viewers to download the Shazam app to unlock...



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