Theater advertising network National CineMedia has signed a deal with out-of-home ad display operator Reatrix. The deal will put Reatrix’s two motion-detecting ad technologies in theaters NCM operates in.

Those ad displays respond to the movements of passers-by, who can then come closer to the display and further interact with the ads.

The Reatrix displays will be integrated into NCM’s existing in-lobby ad units, which are, in turn, integrated into the pre-show package the network operates on-screen.

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