Paul Sawers was a reporter with The Next Web in various roles from May 2011 to November 2014. Follow Paul on Twitter: @psawers or check h Paul Sawers was a reporter with The Next Web in various roles from May 2011 to November 2014. Follow Paul on Twitter: @psawers or check him out on Google+.
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 extra content and special offers – your cue is when you see ‘Shazam’ flash up on the screen.
This isn’t Shazam’s first foray into movie theaters though. Last year, Screenvision teamed up with Shazam to encourage moviegoers to use their smartphones during the ads, letting them access special offers, enter sweepstakes and more.
It seems we’re edging ever further into one of the last remaining safe-havens from the clicks and beeps of mobile phones.
Read next: The future of cinemas
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