Shazam Entertainment has activated its partnership with National CineMedia, letting users of its smartphone app access content related to NCM’s FirstLook pre-show at 20,000 movie screens across the U.S.

Starting Friday, theater patrons can use Shazam’s media-recognition app to get more information about select elements of NCM’s pre-show reel, including ads, across NCM’s entire footprint. The initial Shazam-able content will include spots from AEG Live.

“We’re thrilled to add cinema to our growing list of audio-recognition capabilities including music, television, advertising and radio, and we look forward to introducing even more innovations to Shazam at the movies,” Shazam chief product officer Daniel Danker said. NCM and Shazam announced their pact this spring.

To promote the Shazam-able content, NCM has produced a series of spots with E!’s Maria Menounos (pictured, above) and her AfterBuzz TV network. Those will include info about a “Movies for Life” sweepstakes sponsored by Shazam and NCM, with a grand prize of one movie ticket per month for 50 years (and runner-up prizes of 150 pairs of movie tickets). To enter the sweepstakes, which runs through Dec. 4, moviegoers can Shazam the spot.

Separately, the Department of Justice’s Antitrust Division this week sued to block NCM’s proposed $375 million takeover of rival theater-advertising network Screenvision.