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Cineplex, TikTok ready joint initiative

Movie theatre company Cineplex has begun an initiative in collaboration with social media service TikTok. According to the companies, the initiative is intended to “bring the TikTok experience to the big screen.” Advertisers will be able to integrate their brands into selected two-minute segments of TikTok content that will be shown on Cineplex movie screens during the pre-show. According to the company, this is the first time TikTok has participated in a theatrical promotion. The first advertiser to make use of the program will be Deciem this month, followed by Interac in December.

“We are absolutely thrilled to collaborate with TikTok as we share a commitment to entertaining audiences and empowering content creators,” said Vanessa Benfield, senior vice-president of media sales at Cineplex Media. “This world-first opportunity allows us to do just that alongside innovative advertisers. We are very happy to kick off this big screen TikTok integration with beloved and renowned brands like Deciem and Interac and look forward to evolving this offering in the coming months to provide tailor-made opportunities for bold and innovative advertisers who want to experiment and engage authentically with audiences across multiple platforms.”

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