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National CineMedia brings AR gaming to movie theaters

Denver Business Journal

Movie theaters may want patrons to put their mobile phones away once the film begins, but National CineMedia Inc. is encouraging them to keep their devices out during the preshow with Noovie ARcade.

Starting Friday, moviegoers will be able to play big-screen interactive augmented-reality (AR) games on their phones through a new companion app for NCM’s ‘Noovie’ preshow.