Brooks Barnes talks what’s next at the movies, and mobile tie-ins:

Instead of the usual assortment of trivia, banner ads and snack-bar enticements, the new advertising preshow will rely more on celebrity and sponsored entertainment.

Nascar, for instance, has signed on to deliver exclusive video, which marketers can sponsor. The music producer Timothy Mosley, better known as Timbaland, will pop up in a series of 60- to 90-second videos during the block to talk about his influences and pick songs to play behind more traditional-looking ads. Paula Abdul is another partner, although Screenvision is keeping her role under wraps. [Read more...]