Dive summary:

• After recognizing that rival Orville Redenbacher had dominated the movie theatre scene, Pop Secret set out to take hold of the at-home movie market; the result was the creation of Pop Secret Labs, an experimental project aimed at becoming a part of the online conversations revolving around movies. 
• The initiative has resulted in five experiments over the past year including Pop Search, a Chrome extension that lets users search for the best place to watch a movie online, and Movie Match, a partnership with OkCupid that matched people up according to movie preferences.
• Before the launch Pop Secret Labs, Pop Secret was included in less than 1 percent of online conversations about movies, now it's over 25 percent. 

From the article: 

"The latest 'kernel' to come out of the Pop Secret Labs is the Pop Over app, which lets people organize movie nights at home. The app lets you choose a theme and a movie to watch, and then lets you specify a time and how many tickets you want to make available. Using Pop Over, you can invite friends to your movie night via Facebook. Pop Over also manages all the movie nights you’ve been invited to."