Rovio Wants ‘Angry Birds’ Fans to Open Apps in Theaters

New York Times: Rovio wants you to take out your smartphone at the movie theater. To promote the release of “The Angry Birds Movie,” which opens on Friday, Rovio is offering bonus content for its newest mobile game, Angry Birds Action, to those who open the app while in the theater. (The incentive comes as the credits roll at the end of the movie.) The cross-platform marketing strategy is part of Rovio’s efforts to reinvigorate its Angry Birds brand and transform the company into a global media powerhouse.