Digital Cinema Media (DCM) is teaming up with outdoor media provider Primesight to install 100 NFC-enabled advertising posters in Cineworld, Odeon and Vue cinemas across the UK.

The six-sheet advertising panels feature embedded NFC technology that enable NFC phone users to tap their handsets to receive digital content, such as ads and tailored messages. The units will also feature QR codes for non-NFC smart phone users, as well as Wi-FI connectivity.

According to DCM, the posters will be located in cinema foyer areas. Installation is expected to be complete by the end of the summer.

Frozen foods provider Birds Eye has signed on as the first advertiser, with others already lined up, according to DCM.