You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Kraft Heads to Big Screen as Part of Cinema-Ad Deal Food Giant Brings Branded Content, Not Re-purposed TV Spots, to Pre-show Programs By Andrew Hampp, Published on April 29, 2010 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.