The History Channel Tuesday announced a cross-promotional partnership with Loews Cineplex Entertainment Corp.
The two parties said they expect the arrangement to last at least one year.
It kicks off Wednesday night when Loews CEO Travis Reid will host Modern Marvels: Movie Tech, a special episode of popular History series Modern Marvels.
The episode features an interview with Loews vice president of projection and sound John Wolski. It will highlight how technological advancements in film production, projection and sound have improved the movie-going experience over the past century, and it will feature Loews' contributions to cinema over the past 100 years.
The network will also air a two-minute Loews promotional piece celebrating 100 years of Loews history directly following Modern Marvels.
The theater chain and the network will also work on cross promotions for History programs throughout the year, supported on-screen, as well as in the lobbies of Loews Theaters, where History programming posters, standees and video spots will be displayed.
“By partnering with The History Channel and reaching out to their loyal viewers, we are able to extend our brand and share our rich history and passion for movies to a broader audience,” Loews senior VP of marketing John McCauley said in a prepared statement.