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National CineMedia to debut interactive AR gaming in theaters

National CineMedia Inc. is introducing interactive augmented reality gaming in theaters this spring.

Movie audiences will be able to play AR games via Noovie ARcade, a companion app to Noovie pre-show and Lobby Entertainment Network, the company said Feb. 20. The company expects the new AR experience to be rolled out this spring on more than 20,600 screens in 1,700 theaters across the U.S., including AMC Entertainment Holdings Inc., Cinemark Holdings Inc., Regal Entertainment Group and 49 other regional and local theater chains.

Noovie ARcade Games at launch will include "Cinevaders," "Emoji Escape" and "Munchie Mania." Noovie ARcade is available for Apple Inc.'s iOS and devices running on Google Inc.'s Android operating system.

Also, National CineMedia inked a sales agreement with Moviebill, an AR-driven "connected print" magazine, to bring the AR experience to Regal Entertainment Group theaters.

With Moviebill, opening weekend audiences for tentpole movies can read and engage with exclusive content, special features and bonus material using their mobile phones and unlock AR experiences from major studios and brands.