• Advertising Age, Wednesday, October 28, 2009 10:13 PM

For three and a half minutes last Friday and Saturday, 10 performers danced at a New York movie theater in what Screenvision says is a first-of-its-kind live in-cinema ad. The dancers streamed onto the stage at the Ziegfeld Theatre prior to a showing of the movie "Amelia." Near the end of the dance it was revealed that the live show was actually an ad for Daffy's, a clothing retailer.

The "Fitting Dance" was accompanied by images on the movie screen behind the dancers. The dancers and on-screen images showed people piling on clothes. As part of the promotion, movie patrons received 20% off coupons to Daffy's.

Daffy's will use footage from the live ads, including the audience's reaction, to create a traditional 30-second spot that will run in select Screenvision theaters beginning around Thanksgiving.

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