-By Katy Bachman

Taking advantage of off-peak movie hours, Screenvision announced Monday (Oct. 26) it is rolling out its new live feed technology to 300 theaters by the end of 2010. The technology allows Screenvision to reach a broader audience with sports, concerts, arts and news events on the 40-foot screen.

“From documentaries, concerts, live sports [and] comedy, we are creating a full spectrum of alternatives to compliment the biggest draw of all, the feature-length movie,” said Darryl Schaffer, executive vp of exhibitor relations for Screenvision.

Screenvision has used about 50 of its theaters to attract audiences during off-air hours with live events on the big screen since 2007. Recent events include Mets at the Movies and The MSNBC Presidential Inauguration of President Obama.

Separately, Screenvision also announced the launch of a new cinema campaign for retailer Daffy’s. The campaign opened over the weekend (Oct. 23-24) with a live ad featuring dancing models at New York’s Ziegfeld Theatre. The live performance was taped and will be used for an exclusive 30-second cinema spot titled Fitting Dance. Timed to Thanksgiving, the campaign will run across Screenvision’s network of theaters during Screenvision’s preshow program in the premium spot prior to the movie previews.