L.A.-based Movie Tunes has partnered with the National Academy of Recording Arts & Sciences (NARAS) for an in-theater Grammy Awards promotional campaign.

L.A.-based Movie Tunes has partnered with the National Academy of Recording Arts & Sciences (NARAS) for an in-theater Grammy Awards promotional campaign.

During NARAS' first official partnership with an in-theater music company, video footage and music by this year's nominees will appear in movie theaters across the United States beginning early January 2005 through the end of February. Movie Tunes' video and audio is available in theater bathrooms, hallways and parking lots.

"We reach 90 million plus people every month that can't move out of their seats or change the channel, so they have to see what we have to offer," Movie Tunes executive VP Joel Newman told Billboard.biz.

Though no contract was signed beyond this year, Newman added that the company is "looking for a long-lasting relationship and the idea is to do this yearly."

The 47th Annual Grammy Awards will be held Feb. 13 at L.A.'s Staples Center.

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