Regal Entertainment Group is using its movie theater screens to promote its mobile application. The app will be pushed over the summer via NCM Media Networks and Regal's advertising preshow, FirstLook. The chain is giving away games tied to Universal's "Despicable Me 2" and automatic contest entries to encourage the use of its app to order tickets or to sync to the FirstLook program. "It makes perfect sense for the movie theater to use their own real estate as a marketing channel, and if they can drive downloads with compelling messages then why not?," M&C Saatchi Mobile's Eric Mugnier says.
Published in Brief: