NBC-Universal uses horizontal integration to keep Damon franchise airborne

Okay, so this might not be part of the OFFICIAL marketing blitz from NBC-U - but such trivial but viral UGC as this vine is worth many millions in advertising spend when considered as a whole, able to penetrate beyond core audiences targeted by the distributors. Here's where I found it:

An unofficial JB Facebook page with 48k likes.

The Vine was featured by a UK newspaper:

My main point here, however, is a good example of how the mega-conglomerates can flex their muscles to mutually benefit different wings: NBC-U both creating and benefitting from pre-release hype of the new Bourne movie by playing the Damon-starring previous films across EIGHT of its NBC-U channels. Research indicated that existing franchise fans were the key audience for the movie, so NBC-U sought to reinforce familiarity with the long-running franchise:

CONVERGENCE US cinema chain oks texting. sadface

I gather that after less than favourable feedback this horrible idea was binned, but multi-screen viewing is certainly a serious issue for film. And I found myself watching the latest Bourne and being very irritated at a pair to my left lighting the room with their phablets - even more than the ridiculous overuse of non-diegetic music to impress the kinetic tension on the producer-imagined dumb audience (in Aug 2016, a few months after picking up on this)

US cinema chain might introduce 'texting-friendly' screens.

Also ...

The Blue Room is being released in the UK by MUBI, first theatrically, then online. How do you feel about cinema becoming an online phenomenon?People keep saying that cinema’s about to die, but it has a way of transforming itself all the time. I never feel like saying: “It was better before.” OK, watching a film in a cinema is something different, but now people can use new tools, watch in different ways – they’re even able to watch three screens at once. That’s changing the grammar of cinema, it becomes like a mash-up or something. You have to take an interest – you have to use it all. [Mathieu Amalric: ‘Cinema has a way of transforming itself’]