NCM Media Networks, owners of the largest cinema network in the U.S., is about to roll out a new preshow program to its 20,000 theatres that will integrate with the Shazam iOS app for a unique second screen experience. That means all preview content played before films at the company’s Regal, AMC, and Cinemark theatres will now be recognized by the audio detection/discovery app and in return Shazam will display info, bonus content, and links to purchase content related to what’s on screen:

The new FirstLook show will also be Shazamable, giving advertisers a way to literally put a brand in the hands of moviegoers using mobile devices. Shazam is one of the world’s most popular apps that connects people to the world around them through their mobile device, and is now working with NCM exclusively as its U.S. cinema partner. This partnership will give its 120+ million users in the U.S. the fastest, easiest way to engage with the cinema pre-show experience. When a moviegoer Shazams content in NCM’s FirstLook, they will be able to identify, explore, purchase and share that content.

Shazam is also updating its iOS app today with a few notable new features including improved TV show recognition in the US:

Shazam is the fastest way to find out more about the show, the cast, and the music featured in the show. With today’s update, users will see a new look that makes it easier to get all the content they want around their favorite dramas, comedies, reality shows and more.  Shazam users can Shazam any show on the 160 channels that Shazam supports in the U.S…. Shazaming your favorite TV show is better than ever with a new result page and easier access to music from the show. You’ll also be able to see a full cast list, read about the show and catch up on all the latest celebrity gossip.

In addition, the updated Shazam app is testing out Facebook’s new Audience Network that will see “customised ad results in a native module within the Shazam results” for users with the Facebook app installed.

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