• by Tricia Despres , September 22, 2006

You have a soft drink in one hand and a bag of popcorn in the other, and you're ready to settle in for two hours of uninterrupted entertainment. Your cell phone is even turned off. But what's that in your cupholder? It's The Stand-In, a stand-alone media card from California-based Armslength Promotions, which has already lured McDonald's and Princess Cruises. McDonald's saw a 53 percent coupon redemption rate when it partnered with theaters offering special screenings of the movie "Chicken Little."

Recently, Armslength Promotions inked a deal with cinema giant Screenvision, which offers access to more than 13,400 movie screens in the U.S. The four-year-old company says it wants to fill the cupholders of sports arenas, car dealerships, hotels, and gyms around the world.