They were planning a synergistic business model to market other businesses when you go to the movies. We hope you enjoyed your movie. Stop by Paulys Pizza next door for $2 slices.
Movie theaters already have that, it's called in-theater advertising, which nearby synergistic businesses have the greatest incentive to participate in (and create movie patron offers, sometimes in partnership with the theater, to promote in the ads), and do.
There's no need for the middle man.