The Christie Experiential Network (CEN), the immersive experiential Digital Out-of-Home (DOOH) group there, has announced a partnership with Times Square Strategies and MVP Interactive.

CEN, the world’s first experiential media network in movie theaters, has tapped Times Square Strategies and MVP Interactive to fuel its game-changing and highly engaging mix of branded, interactive content and mobile-based interactions. The network connects theater owners, brands, agencies, advertisers and consumers with its unique digital in-lobby environments. In achieving this, the network provides 100 percent coverage of the movie-going audience; delivering multiple exposures and higher dwell times during their visit to the theater.

CEN is in alignment with the DPAA principles as its president and CEO, Barry Frey, identifies, “This is such an exciting time as the full throttle capabilities of digital advertising are now available outside the home. We see here another important example of innovative companies delivering increased value to today’s consumers and brands.”

MVP Interactive’s technology platform significantly enhances CEN’s network with award-winning augmented reality and gesture recognition technology. In addition, MVP’s highly robust audience measurement platform, DART (Data Analytics Reporting Tool), compiles all of the emails captured, audience measurement data, and social shares tracked during an engagement and puts this information into a proprietary dashboard that allows for extensive reporting. Anthony DiPrizio, CTO of MVP Interactive says, “Our applications are developed to seamlessly manage and distribute large amounts of interactive content in real-time utilizing the MVP API and virtual private cloud (VPC). This gives Christie the flexibility to change content, provide engaging user touch points and seamlessly capture valuable data and consumer insight.”

“We’re very excited to be partnering with Christie. With our technology partner, MVP Interactive, we’ve created what we believe is the broadest reaching and most scalable interactive network in North America. Our platform will live on over 200 displays, with audience measurement that rolls up to a singular dashboard, allowing Christie to compile crucial audience data,” said Michael Steinberg, Principal at Times Square Strategies.

In addition, “The Christie Experiential Network allows us to showcase our content and software capabilities, which further validates the growing demand for brands and marketers to leverage technology to connect with their consumers,” says James Giglio, CEO of MVP Interactive.

Here are details.