• by David Goetzl , February 14, 2008

ESPN, which apparently believes in programming for every medium, has found another: the silver screen. The network will simulcast next week's hoops rivalry between Texas and Texas A&M in movie theaters in the Lone Star State.

In-theater broadcasting has generally been limited to high-profile concerts. But for the first time, ESPN (in partnership with parent company Disney) is looking to give viewers without tickets the chance for a communal experience beyond student lounges and bars. The network says people "will be able to cheer together from the equivalent of courtside seats."

There is one difference between watching the game Feb. 18 on the linear network, or via broadband or mobile: upfront admission. The 15 theaters carrying the HD broadcast will charge.

Like games streamed on broadband player ESPN 360, the commercials that run on the linear network will not be seen--ESPN promos and perhaps spots for the two schools replacing them during breaks.

The technological backbone of the theater-cast is Access Integrated Technologies, Inc. A representative for Access said the company does not break down the revenue split between ESPN/Disney, Access and the theaters.

Carmike Cinemas is among the three chains that offer the game.

"One of the many reasons we've supported AccessIT's leadership in transitioning the industry to digital cinema is to be able to provide events such as this one to eager audiences," said Chuck Viane, president of Walt Disney's motion pictures distribution.

AccessIT says digital cinema technology could lead to broadcasts of attractive Disney programming, citing the popular Hannah Montana concerts.