• by Joe Mandese  @mp_joemandese, December 21, 2006

Moviegoers have grown used to people talking back at the screen - often irately - when cinema ads begin pre-rolling. Now they'll be able to text back. In a deal that is believed to create the first interactive backchannel for cinema advertising, movie theater advertising network Cinema Screen Media (CSM) Wednesday said I would begin offering on-screen advertisers the ability to incorporate text messaging features into their pre-movie ads.

The deal, which is being enabled by Cellit, a developer of mobile marketing systems, will let moviegoers equipped with cell phones to interact with on-screen ads by keying in a five-digit phone number that will be promoted during the pre-show. Applications include the ability to obtain instant product information, text-based polling or trivia contests and promotions.

The developers said the technology also enables advertisers to utilize Web, or mobile marketing keyword marketing techniques inside the theater by dynamically alternating words and terms in their ads.

"[Cinema advertisers] can now create an ongoing relationship with the captive audience of a movie theater. Imagine texting for info on a restaurant, getting the information back immediately, and then watching the movie," noted Cellit President David Wachs. "Two hours later, just as you leave the theater, getting an additional final message containing a discount for the after-theater crowd."

CSM said it is rolling the interactive feature out in Phoenix and will take it national over the next year.