Digital Cinema Media (DCM) has partnered with outdoor media owner Primesight, to install 100 interactive six-sheet panels across DCM's cinema estate in Cineworld, Odeon and Vue.
The art units are hoped to bring brands closer to their consumers by providing more creative opportunities for advertisers to deliver more effective, targeted campaigns. Allowing for two-way communication with the cinema-goer, brands will be able to tailor messages to the user with touch, Wi-Fi, NFC (Near Field Communication) and QR code embedding.
The network of interactive panels will be located in high traffic cinema foyer areas attracting a predicted monthly footfall of 2.5 million.
Birdseye are the first advertiser to use the panels with several other already lined up to take advantage of the new technology.