National CineMedia, Microsoft strike cinema marketing deal

01/8/2013 | Adweek

Microsoft has signed a two-year marketing pact with National CineMedia to promote Windows Phone 8 via cinema ads as well as interactive displays in theater lobbies. The long-term deal is a first for NCM, and analyst Paul Lindstrom of Nielsen says it could represent a "tipping point" for big-screen advertising. "Once somebody recognizes the value, other brands will start taking a more serious look," he added. NCM marketing chief Cliff Marks says he thinks that "Microsoft will show that in-cinema branded entertainment is not just something being talked about -- it's being done, and done well."

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