Who of us hasn't been annoyed by young teens texting during the movie? Even if the kids have the sound turned off on their phones, the light from the displays are enough of a distraction to take our eyes off the bigger screen in front of us. Hollywood has made it clear, too, that text messaging is a problem for the movies. But for studio execs, the issue is with people texting their friends about how the new movie they're watching is not worth seeing. Bad buzz travels fast these days, and part of it's thanks to cell phones.

But cinemas will soon embrace texting as an interactive part of the moviegoing experience. Of course, it's just the latest way in which the exhibition industry is actually ruining the experience by bombarding patrons with obnoxious advertisements. This time it's part of a Verizon Wireless V Cast campaign in which audience members are asked to participate in polls appearing throughout the pre-show "entertainment." The ads ask a question, maybe about your favorite music, then you text the answer, and the results show up on the screen. Apparently, it's thought to actually be something that will lure customers, not keep them away.

The technology and ads, courtesy of Verizon and Screenvision, will be appearing in cinemas later this month, but only in the 10 major U.S. cities (New York, Chicago, Boston, Atlanta, Dallas, Houston, Detroit, Los Angeles, Philadelphia and Washington D.C.). Reportedly, one of the ads was directed by Spike Lee and features Chris Cornell and Timbaland, but it's probably still not worth the nuisance of knowing the spots encourage texting during the movie.

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[via CinemaTech]
categories Movies, Cinematical