Bite-sized vertical storytelling is heading to the big screen, kinda.
National CineMedia (NCM), the company behind pre-show ads and programming at movie theaters nationwide, has inked a partnership with the microdramas company aTwist to advertise the studio’s verticals and create bespoke branded content, The Hollywood Reporter has learned.
Starting this summer, NCM and aTwist will be presenting previews of the latter company’s microdramas during the pre-show of movies, concluding with a QR code that will direct viewers to the aTwist platform. In addition, aTwist, which was founded by Hollywood veterans Jana Winograde, Susan Rovner and Lloyd Braun, will produce ads for brand partners that will show in theaters and on the aTwist app. As part of the partnership, NCM and aTwist will additionally work on inking sponsorships for the vertical studios’ series.
Perhaps best known for their seemingly ubiquitous “Noovie” program hosted by Maria Menounos, National CineMedia runs its pre-show programming across more than 1,650 movie theaters across the U.S., totaling more than 18,500 screens. The company partners with mega-chains including AMC, Cinemark and Regal.
“Movie theaters have always been where people go to lose themselves in storytelling,” NCM chief revenue officer Mike Rosen said in a statement. “This partnership brings new, exciting content to the pre-show experience, and gives brands the opportunity to speak more authentically to an audience that is naturally drawn to compelling, innovative content.”
