If you already have an FM frequency, you have access to STL transmission without resorting to frequency searches in the congested 950 MHz STL band or unlicensed digital radios that may be subject to interference surprises.
In a recent story on Connect 2 Media & Entertainment, Nestor Bailey of Intel IQ predicted that audiences can expect to use second-screen apps that sync with the plot as part of their viewing experience. Do you anticipate wanting a second screen during the theatrical viewing of a film?