Be it at the cinema theatre, the bus stop shelter, airport lounge or other public space, digital posters will increasingly carry value propositions that consumers can access through their NFC-enabled smartphones. Digital posters in these spaces will be interactive and can facilitate two way transactions. By waving the NFC-enabled smartphone over the poster, content such as a discount coupon for the movie or a snack at the concession stand can be loaded to the smartphone. Consumers can pass back instant reviews, and sign up for Facebook and Twitter updates. With the multifunctional capabilities of NFC, more than one type of interactive transaction can be managed between the consumer and the merchant through the digital posters.