Word: cinemedia
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Dates: during 2003-2003
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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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