Signage in AMC Theatres lobbies and at concession stands offers a discount on drinks if mobile users sign up for AMC's text message program. Users who opt in will receive as many as six messages a month. "Using SMS as an entry point to sign movie lovers up for a long-term texting promotional program is a great way to keep them aware of latest movies and bring them back to enjoy latest releases at the movie theater near them," said Cezar Kolodziej, CEO of Iris Mobile, Chicago.

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