The Zero Dark Thirty campaign is not the first NFC campaign to promote upcoming movies. In May 2011, a small London campaign with ten to 20 smart posters from Proxama advertised the X-Men: First Class movie from 20th Century Fox. Users could tap the tags to view a trailer or visit the movie’s Facebook page. That same month, Proxama also worked with cable television network VH1 on a similar smart poster campaign in the U.S. for TV show Basketball Wives. Like theater-goers in London, users in New York and Los Angeles could tap the posters to view trailers and link to the show’s Facebook page. In November 2012, Indian NFC advertising startup jusTap! participated in a smart poster campaign at the flagship location of theater chain Cinemax in Mumbai. Called “Box Office in Your Pocket,” the campaign promoted the theater rather than a specific movie release; it allowed customers to tap NFC tags or scan QR codes to download a Cinemax application, like the theater on Facebook, buy movie tickets from their smartphones, or leave feedback. jusTap! reported that about 200 customers had tapped the tags in the campaign’s first six weeks. Tapit told NFC Times that another NFC campaign is planned in February for an upcoming movie, though the company declined to reveal the title.