Marketers turn to cinemas to showcase Super Bowl ads

Several Super Bowl advertisers, looking to get more out of their costly efforts, chose to debut their ads in cinemas prior to the big game. NCM Media Networks put together a "Big Game Ad Showcase" as part of its FirstLook program, offering sneak peeks of spots from Taco Bell, E*Trade and Kia, which last year became the first marketer to to debut its Super Bowl ad in cinemas. Kia's ad for its redesigned Sorento CUV was seen in "33,000 movie theaters nationwide via Screenvision's The Limelight pre-show and National CineMedia's FirstLook ad platform," writes Karl Greenberg.

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