WebProNews

Verizon Wireless has partnered with cinema advertiser Screenvision to launch a text message-polling program for movie audiences.

The text message-polling program will be introduced in mid-June in 10 markets across the U.S. and during 3,500 show times.

The polling program will ask moviegoers questions about their music preferences and give them an option to text their responses. After submitting their text messages the audience results will be displayed on the movie screen in a bar chart.

"Progressive advertisers, like Verizon Wireless, are always looking at opportunities to make their messages more interactive or integrated to reach consumers. But for the consumers themselves, this is a way for them to integrate what they do normally [using their handset devices] with what they are seeing on the screen," said Stu Ballatt, svp of marketing for Screenvision.

The text message-polling program will be part of Verizon's campaign to promote the company's V Cast services. The campaign will feature two short films with one produced by Spike Lee featuring music artists Chris Cornell and Timbaland.

The text message program will launch in New York, Los Angeles, Chicago, Philadelphia, Dallas, Boston, Atlanta, Washington, D.C., Houston and Detroit.