The visual search platform Slyce today announced the signing of an exclusive agreement with Screenvision, one of America’s largest providers of in-cinema marketing and media solutions.
The agreement will see Slyce, which calls itself the Want Engine, and Screenvision collaborate on the creation of interactive advertisements in theatres. With this technology moviegoers will be able to snap pictures with their mobile device and, via the Slyce image recognition technology, make instant on-the-spot purchases and/or launch interactive content.
Numerous user experiences will potentially be made available to brands and retailers looking to engage and transact with moviegoers at the point of inspiration. One that will see early trial is “shop-the-look”, whereby moviegoers will be able to instantly purchase the products being worn by their favorite on screen icons, simply by snapping a photo of the movie poster in the lobby.
Slyce president and CEO, Mark Elfenbein said, “By combining our visual search technology with the vast Screenvision cinema advertising network, we expect to offer a whole new way for moviegoers to engage with the fashions and products within their favorite movies and for advertisers to be there at that moment of inspiration.”
“We know that our audience is very valuable to advertisers, and the captivating and immersive environment produces unrivaled awareness and interest in our advertisers’ products and services,” said John McCauley, executive vice president, chief marketing officer and strategic alliances, Screenvision. “We have worked very hard to create opportunities for brands to connect with movie-goers at the moment of inspiration to drive increased engagement, and are excited to partner with Slyce to bring our advertisers an innovative technology that we know moviegoers will enjoy.”
The Screenvision network has more than 14,200 theatre screens and 2,200 theatre locations, inclusive of nearly 400 universities across all 50 States and 94 percent of U.S. designated market areas. Screenvision says its network delivers nearly 500 million annual attendees.