Partnership will allow the UK cinema chain to offer its customers a new range of content, including trailers and breaking news, on their website.

Empire Cinemas have partnered with MyMovies.Net, the UK’s leading supplier of entertainment content solutions, to offer their customers a new range of content on their website.

The deal allows visitors to the chance the watch trailers of upcoming releases, read breaking news and view video reports from premieres that take place at the cinema chain’s flagship site, The Empire, Leicester Square. Video content will be monetised using InSkin Video, an interactive online display advertising format that highlights brand exposure without intruding on the viewing of the content.

Jon Nutton, Director of Marketing at Empire Cinemas, said: “This was an easy decision for us, not only giving our customers access to the very latest entertainment content and the ability to make an informed decision about ticket purchases, but also ensuring online video directly makes a profitable contribution to our site.”

“We are delighted to be working with such a strong cinema chain that’s using video content for the first time on its site and maximising revenue opportunities through the innovative use of InSkin,” added Monica Chadha, Managing Director at MyMovies.Net.