Regal CineMedia Corporation and 360 Youth, the youth media and marketing unit of Alloy, Inc, announced a joint venture yesterday to establish a multi-faceted, targeted marketing channel throughout
REG's theatre circuit. Under the terms of the agreement, Alloy's 360 Youth will deploy custom interactive kiosks, restroom media panels, and backlit poster cases in REG theatres, comprising Regal
Cinemas, United Artist Theatres and Edwards Theatres nationwide, with a rollout beginning immediately during the summer movie season. The custom-built interactive kiosks and backlit advertising panels
will initially be deployed in 50 theatre lobbies in the top-25 DMAs.