The phone-sized dramas competing with theaters are coming to theaters

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Before the lights dim and the trailers roll, moviegoers will start to see microdrama ads in movie theaters.National CineMedia (NCM), the company responsible for the pre-show programming on the big screen, announced a new partnership with AI-native microseries studio aTwist on Wednesday.The company will begin advertising aTwist’s upcoming slate of vertical series in theaters later this summer.“Movie theaters have always been where people go to lose themselves in storytelling,” Mike Rosen, NCM’s chief revenue officer, said in a statement.

“This partnership brings new, exciting content to the pre-show experience, and gives brands the opportunity to speak more authentically to an audience that is naturally drawn to compelling, innovative content.”The partnership was first reported by the Hollywood Reporter.The deal will feature brand-sponsored series, previews of aTwist originals and a QR code that will take viewers directly to the aTwist platform.Hollywood Inc.

Issa Rae’s new viral TikTok micro-drama, “Screen Time,” has become a hit, drawing more than 150 million viewers.These advertisements will be integrated into NCM’s regular programming, which spans more than 18,500 screens in over 1,650 theaters nationwide.The advertiser works with major movie chains such as AMC, Cinemark and Regal, across 185 markets.

NCM was founded in 2002 and is best known for its “Noovie” preshow hosted by Maria Menounos.ATwist is set to launch later this summer.The Los Angeles-based company, founded by former Hollywood executives Jana Winograde, Susan Rovner and Lloyd Braun, is entering an increasingly competitive format.Microdramas, which originated in China, have continued to gain traction in the U.S.

Some of the industry’s major players include ReelShort and DramaBox.The short-form content, engineered for a vertical phone screen, has drawn comparisons to a new addictive...