In-theater ad network Screenvision is partnering with Verizon Wireless for interactive mobile polling.

The Verizon-sponsored polls quiz theatre audiences on music trivia while they wait for the movie to start. Results will be tabulated live, then displayed on the screen for everyone to see.

The quiz is part of a broader campaign for Verizon's V-Cast service. Screenvision also airs two-minute videos, featuring Spike Lee and Timbaland, for V-Cast.

Other campaign components include theatre lobby displays and branded concession items.

At outset, the sponsored survey will be shown exclusively in theaters within the top 10 markets. If successful, it will span Screenvision's entire digital network, which includes 7,000 screens.