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#Post#: 28948--------------------------------------------------
2nd Screens
By: Mac Date: June 16, 2014, 11:16 am
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WTF!!! Seriously? So this article included ideas that the latest
generation wants 2nd Screens. They also want to text and drive,
but that does not make it a good idea to consider.
dumbasses
[glow=red,2,300]Movie theaters may encourage cell phones as '2nd
screens'[/glow]
HTML http://ww3.hdnux.com/photos/27/02/22/6038666/5/628x471.jpg
Theaters have done a variety of things to try to attract more
patrons. Encouraging the use of tablets and cell phones could
soon be another strategy. Photo: Pete Kiehart, The Chronicle
[quote]
Moviegoers are used to the long pre-show routine of film
industry trivia, concession stand ads and trailers for coming
films. Then, just before the movie begins, a voice asks you to
please turn off your phone.
Soon, that last instruction might change. The movie industry is
working on ways to make smartphones, tablets and even built-in
screens in seats a key part of the experience both before the
movie and, more disturbing to some patrons, during the movie.
The "second-screen experience" - using another device to enhance
the main attraction - is growing for people at baseball games
and rock concerts, and while watching TV shows or playing video
games. Sometimes it's just to read reactions on Twitter, though
recently apps have been designed for use during a specific
program or event.
Now that technology is beginning to spill over into movie
theaters.
"We believe that movies, by definition, are a social
experience," said Cliff Marks, president of sales and marketing
for National CineMedia, which is producing pre-movie,
second-screen content.
He sees that as bringing "social media to the next level."
Industry observers think that most moviegoers will easily accept
the second-screen experience before films, but they're wary
about it during full-length screenings.
But with more people expecting to use their second screen at all
sorts of events, theaters will be pressured to follow their
patrons' desires. And even with the warning to put away cell
phones and iPads, some patrons pull them out during a movie
anyway. So instead of fighting a trend, theaters and Hollywood
could exploit it.
Feature-length second-screen content could be behind-the-scenes
looks, subtitles and more interactive features, such as polls
and games.
That doesn't sit well with Jerry Harrington, the owner of the
Tivoli Cinemas in Kansas City, Mo.
"That's an experience other than a movie," he said. "I don't
know what to call that, but it's not watching a film."
Those familiar scenes before a movie are often part of National
CineMedia's FirstLook show. It's a staple at many theaters,
including AMC Theatres, Regal Cinemas and Cinemark Theatres.
Content coming
Next month, FirstLook will launch its second-screen content.
Marks stressed that National CineMedia will encourage second
screens only during FirstLook. The audience will be instructed
to disengage from the app and their phones once a film starts.
Through a partnership with Shazam Entertainment, which started
out as an app that uses voice recognition to identify songs,
FirstLook will offer more information about the ads and coming
shows.
To access the content, audience members will need to open Shazam
and use the app's sound recognition feature.
Viewers will be able to learn more about advertised products,
movies and TV shows that are part of FirstLook. So far, Marks
said, advertisers seem intrigued.
National CineMedia expects most of the new service's users to be
18 to 35. Most of Shazam's 100 million users and half of
FirstLook's audiences are in that age group, Marks said.
"We acknowledge that these Millennials, this age group, want to
engage and be social," Marks said. "But it's a matter of
teaching them when it's OK."
Stretching the use of second screens into the films presents a
whole new layer of concerns.
Last fall, Disney tried it with its re-releases of both "The
Little Mermaid" and "The Nightmare Before Christmas."
Moviegoers at the trial locations were told to bring iPads and
use an app that synced with the movie. Throughout the movie, the
app presented lyrics to sing and interactive games users could
play with others in the theater.
It was marketed as "Second Screen Live" and available only in
select locations, including the AMC Town Center theater in
Leawood, Kan.
Disney declined to comment for this report.[/quote]
#Post#: 28950--------------------------------------------------
Re: 2nd Screens
By: Chiprocks1 Date: June 16, 2014, 11:32 am
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I don't get it. Call me old, but I thought the idea of "going to
the movies" was to get lost in the adventure up on the screen
and forget about the outside world for a couple of hours. This
has NEVER been a social situation that encourages talking or
texting. Well, it certainly didn't prior to the late 90's that
is.
#Post#: 28952--------------------------------------------------
Re: 2nd Screens
By: Mac Date: June 16, 2014, 11:44 am
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The latest generation observes the world differently and their
cultural and social practices are just off the charts bad.
I hate it.
I hope this is just not the beginning. I hope as they grow
older, they actually swing back to being reasonable.
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