• by Wayne Friedman , March 14, 2007

Former "American Idol" fifth-season runner-up Katharine McPhee has hit a novel note: She's pushing her music career in movie theaters.

Screenvision, the in-theater marketing company, will be showing a new McPhee music video of her debut single, "Over It," starting on March 23. It will run in hundreds of theaters nationwide. Two additional songs--"Love Story" and "Each Other"--can also be seen on the Screenvision's preview show that runs before theatrical releases.

As part of the marketing deal, Screenvision will drive consumers to McPhee's Web site, www.katharinemcphee.com. There, consumers can get a text code allowing their cell phones to access additional info, including an "Over It" ringtone.

Traditional marketing distribution video outlets, such as MTV Network and other cable music channels that routinely launched artists, have dried up in recent years. Movie theaters with new HD digital screens and technology are trying to fill the gap, using music videos--and other entertainment--that was once a major source of cable TV programming.

Screenvision's ad network has nearly 15,000 screens in 2,300 theaters. It represents just over 90% of the U.S. The company says it delivers about 700 million consumer impressions annually.