Sprint has unveiled kiosks in the lobbies of movie theaters where Sprint customers can scan a code from their phones to get coupons for popcorn and sodas.

The campaign, in 500 theaters across the country, will continue through December, MediaBuyerPlanner writes.

Cinema advertising is growing in popularity, and companies like Screenvision and National CineMedia are expanding their offerings beyond on-screen ads, to include TV screens at concession stands, stand-alone digital panels in lobbies that replace movie posters, and other innovations, reports The New York Times.

The kiosks ask Sprint customers to text a word to a certain phone number, then send a text message with a string of letters and numbers back to the customer’s phone. The customer holds the phone up to the kiosk’s scanning device, which then scans the code and offers promotions from which the customer can choose and print a coupon.

The movie theater and Screenvision share revenue from the campaign; Sprint pays for the discounts.

The out-of-home category, fueled by digital, is expected to perform relatively well this year, compared to other media. Screenvision and NCM predict even the auto category will be up in 2009, despite the recession. Automakers are moving dollars into cinema advertising because they need to maintain brand position, says Michael Chico, evp, sales and marketing, at Screenvision. Chico says the category has “exploded,” primarily for imports. National CineMedia said the auto category is sold out for the first half of 2009.

Despite the fact that total ad spending slipped 2.6% in 2008, cinema advertising remained a growth medium, with revenue up 5.8% compared to the prior year, to $571 million.

National CineMedia managed to post positive results in a first quarter marked by nearly unprecedented losses at many media and advertising companies. The company saw revenues jump 17.2% in the first quarter of the year, over the same quarter in 2008, while ad revenue grew 11.9%, to $60.1 million.

The second quarter is likely to bring in less revenue than analysts expected, National CineMedia said. Overall, the company expects that 2009 revenue will be flat from 2008, likely in the $84 million to $87 million range.

Screenvision recently added 675 screens to its network, bringing it nearly even with National CineMedia in terms of reach. It is also expanding the number of theaters featuring its digital panels, and is adding backlit "ministages" that display holograms later this year.

Screenvision owner Thomson is seeking a buyer for a 50% share in Screenvision.

The Sprint campaign was created by Mindshare.