Most damning, though, is Regal's recent allegiance to Pepsi while Cinemark proudly pours Coca-Cola products from state-of-the-art Freestyle machines. The Freestyle allows thirsty guests to combine ...

Pepsi has partnered with Regal Entertainment Group on the ?Sip Like a Star? campaign that plasters SMS keywords on the soda giant?s cups sold in movie theaters. The campaign runs through Feb. 14.

Regal Entertainment Group is no stranger to mobile strategy, as the brand teamed up with Pepsi to leverage a text-to-win sweepstakes, offering winners a trip to the 2014 Academy Awards (see story).