Cinema ad networks Screenvision and rival National CineMedia are looking at ways to make their marketing more interactive, with the former recently partnering with Verizon Wireless for a pre-film music poll in movie theaters in 10 cities. "In-cinema advertising gives us an opportunity to create a dialogue with the audience who is there, present and ready to be entertained," said Lou Rossi, director of advertising and sponsorships at Verizon Wireless.

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