Screenvision wants to put on better show before the main feature

07/26/2010 | New York Times (tiered subscription model), The

NASCAR is one of the first sponsors of Screenvision's new 20-minute "advertainment" block, which will begin running before the main feature in local theaters in September. The experience will emphasize marketer-driven video, including clips from NASCAR, and celebrities such as Timbaland and Paula Abdul, and include interactive features triggered by mobile devices.

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New York Times (tiered subscription model), The

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