Microsoft Tries for Better Cinema Ads Strikes branded-entertainment deal with National CineMedia

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People expect to see trailers for other films when they go to the movies, but increasingly audiences have been subjected to ham-handed, repurposed ads for other kinds of products while they wait for the feature to start.

Now, Microsoft is attempting to create dedicated ads for the pre-movie experience that will actually entertain viewers. The tech giant has signed a two-year deal with National CineMedia (NCM) to use two-minute cinema spots, plus interactive in-lobby display ads and on-package promos, in NCM’s 183 markets (19,300 movie screens) nationwide.

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