Alloy, Regal Form In-Theater Ad Network

Alloy has partnered with Regal Entertainment Group to place media and host promos in Regal's 545 movie theaters.

Alloy's youth marketing agency, 360 Youth, will put plasma-screen kiosks, restroom ads and backlit poster cases in Regal's Regal Cinema, United Artist Theaters and Edwards Theaters chains this summer. Kiosks, launching in September will connect to Regal's Digital Content Network; 360 Youth puts 150 backlit ad panels in 50 theater lobbies in the top 25 markets, and 550 more in another 150 theaters. All theaters get restroom ads by September.

New York City-based 360 Youth also will handle event marketing and sampling in theaters.