Shazam eyes pre-show cinema content - but Val Morgan keeps schtum

Pippa Chambers
By Pippa Chambers | 27 November 2014

Shazam down under has big plans to follow hot on the heels of its US counterpart, by revolutionising the way movie-goers interact at the cinema.

While you may think that the cinema is not the space for cumbersome blue glowing screens in the corner of your eye, think again.

Shazam and National CineMedia (NCM) this month announced that the full national roll-out of their exclusive deal was now live - meaning parts of the pre-show viewing, in more than 20,000 movie screens in the US, are 'Shazamable' for millions of cinema fans looking to engage with the pre-show content.

Do people want to engage with pre-show content before the trailers and feature film begin? Regional sales director at Shazam Entertainment Australia, Steven Sos, said yes – and he is hoping a venture of the same style will arrive in Australia.

“We are keen to emulate what is happening with MCN over in the US and are very open to those conversations – hopefully next year we can get into those conversations with the market here,” Sos said.

An example of such cinema offerings are trivia questions that capture movie-goers curiosity, opportunities to discover new music, extended content and exclusive offers such as free cinema tickets – all available at the touch of a button whenever they see Shazam on the big screen.

Shazam says research shows that movie audiences are “very interested” in interacting with offerings like its 'FirstLook' pre-show, thus meaning brands should be interested in a “powerful two-way cinema communications tool” as well.

While Shazam in Australia engages in cinema through client's individual campaigns, it does not have any official cinema partnerships.

As Sos is keen top further enhance and develop new promotions and content experiences in cinema across Australia, AdNews contacted cinema network Val Morgan, which represents more than1600 cinema screens across Australia.

Marketing director at Val Morgan Paul Butler said: “We are currently busy evaluating options for the market here but it’s really too early to talk on this in any detail at this stage.”

He said a potential update on this should be available in the New Year.

Are movie ads enough of a brand presence in cinemas or should more brands be looking at exploring interactive mobile-linked opportunities on the big screen? Comment as a guest or sign in below.

For more news:

Shazam enhances video screen ads in US malls

SCA launches 'Shazamable' radio show

Val Morgan reckons DART audience measurement system hits the mark

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