People carrying Arbitron’s Portable People Meters during this year’s field test in Houston will even have their advertising exposure measured at the movies.

Regal CineMedia says it will encode pre-feature ads at its Houston theaters, putting unique identification codes into its short form program, “The 2wenty,”, which features national advertising and runs before each feature movie.

Regal will encode at 46 screens in two multiplex theatres in Houston “in order evaluate the capabilities of the PPM system in our theatres and auditoriums.”

The company sees the PPM as a potential breakthrough for measuring and monitoring audiences “holistically” in terms of their media consumption both inside and outside the home.