g should meet audiences wherever they are,  aTwist CEO Winograde, the former president of Showtime, said in a statement.  There is no better partner than NCM to introduce microseries to moviegoers and bring our storytelling into one of the most immersive entertainment environments. This partnership highlights the unique ways brands can engage audiences through the emerging microseries storytelling format. 

The partnership is yet another example of brands' wholehearted embrace of microseries as a new way to promote their offerings. Advertisers have gotten excited about the possibilities of using the storytelling format to hawk products in entertaining ways: Think the Marc Jacobs microdrama-slash-ad written by and starring Rachel Sennott, or the Crocs verticals Deja Shoe and Charmed to Meet You. In addition to blue-chip brands making their own microdramas, some companies, like fast-fashion brand Shein, are also diving into product placement in these often soapy series.