Cinema ad network Screenvision announced this week that it is launching a new mobile engagement platform created in partnership with audio recognition leader SoundHound. Levi’s and Warner Bros. Records will be among the first brands to participate as advertisers. The partnership will help marketers target moviegoers with mobile ads tied to Screenvision’s pre-show programming on cinema screens. SoundHound’s audio recognition tech will be used for mobile devices to unlock related content from the Web.

The first promotion from Warner Bros. Records will invite theater attendees to use their mobile devices to interact with the “Am I Wrong” music video by Nico & Vinz during Screenvision’s “Front & Center” pre-show program. Moviegoers can then access the song on Spotify and follow the lyrics live.

“SoundHound is a free music discovery app that is available for iPhone, Android, Windows Phone and BlackBerry devices,” explains Mobile Marketer. “Interstitial ads within the programming will encourage consumers to use the SoundHound app to interact with spots.”

“We are always looking for ways to connect with audiences at the moment of interest, and believe the movies are an ideal location to capture users’ attention,” said SoundHound VP Kathleen McMahon via the Screenvision press release. “Through Screenvision, we’re excited to be working with some great brands to develop very unique and engaging programs.”

“This is just the latest in a series of new mobile integrations using audio recognition technology by Screenvision and its former competitor National CineMedia, including NCM’s CinemaSync app and Screenvision’s partnership with Shazam,” reports MediaPost. “New mobile partnerships, including more employing audio recognition technology, are likely to be forthcoming over the next year. Like other out-of-home advertisers, the cinema ad networks are increasingly turning to mobile to measure and demonstrate exposure and engagement with cinema ads.”

“Last week National CineMedia revealed that it is acquiring Screenvision for $375 million. The combined NCM-Screenvision network will include theater affiliates in nearly all 210 DMAs across the U.S., consisting of 3,900 theaters with over 34,000 screens, and a total annual audience of 1.1 billion moviegoers.”

Related Stories:
Major Record Companies Invest $3M Each in Shazam Music App, ETCentric, 5/15/14
Movie Theater Pre-Shows are About to Become Shazam-able, Thanks to Partnership with NCM, TechCrunch, 5/14/14
Warner, Universal, Sony Buy Stakes in Music App Shazam, The Wall Street Journal, 5/14/14