Word: cinemedia
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...Digital cinema is probably a lot further away than most people would think," says Kurt Hall, president and CEO of National CineMedia, the marketing arm of AMC, Cinemark and Regal Entertainment Group. "There's still a lot of work to be done on the technology, both in making it secure [from piracy] for the content owners and in making sure that the systems work and can be operated efficiently by the theater circuits...
Moviegoers are used to seeing ads as they settle into their seats, but Regal CineMedia, based in Centennial, Colo., has taken things to a new level. It is distributing a 20-minute block of digital video with short films and commercials designed especially for theaters from companies like Coca-Cola and Cingular Wireless. Unlike their ads on TV, these are often mini-narratives with plots that have a beginning, a middle and an end. Regal's parent firm, the largest theater operator in the U.S., hopes to have its preshow on 4,500 screens in 375 theaters...
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