I commented on WideRay last month from a NY Times story, but it looks like they are rolling out their mobile marketing called(bluetoothing, bluejacking, bluespamming) in even more theaters.
From The State.com Cell phone advertising
Europe is generally ahead of the United States in cell phone advertising, as more Europeans have video-enabled phones.
However, San Francisco-based WideRay is testing a system in 11 U.S. and U.K. movie theaters over the summer
It installed transmitters in theaters operated by Loews Cineplex Entertainment so people waiting in the theaters’ foyers for the next show can download movie trailers