DCM, which is a joint venture between Odeon and Cineworld, wants to change the perception of what advertising at the cinema can offer and is testing a mobile app that encourages second screening.

She also pointed out that The Killing’s being subtitled prevents viewers from "second screening", swapping smart-alecky comments about the unfolding drama on Twitter and other social media as they’re watching — and so maybe makes them concentrate on the show that little bit harder, and draw more rewards from it.

In the US, a joint Nielsen and Yahoo study late last year found that the trend is already well established with over 86% of mobile internet users choosing to communicate with each other in real-time during broadcasts. Now 'second screening’ as it is referred to in the States has become common place in the UK too.