• Brandweek, Monday, June 29, 2009 10:33 AM

Taco Bell is turning to cinema as it kicks up its "Why pay more?" campaign to push nine menu items priced at 79 cents, 89 cents and 99 cents. The new ad, dubbed "Roosevelts," referring to FDR, just opened in National CineMedia's FirstLook pre-feature program across 171 markets. The Taco Bell spot will also be seen on NCM's lobby entertainment network of plasma screens located in movie theater lobbies.

The new spot will break in this medium before rolling it out to TV a week later. It targets young adults and airs before "Transformer: Revenge of the Fallen" and the upcoming "Public Enemy." Says Debbie Myers, vice president of media for Taco Bell: "We love the idea of a captive audience."

According to NCM research, 74% of cinema patrons eat out either before or after a movie, and 88% of NCM's movie audience is within three miles of a Taco Bell. Those moviegoers are considerably more likely than the average person to be patrons of Taco Bell, per Mediamark Research.

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