Contrary to perception, most moviegoers don't really mind seeing commercials before the feature -- and some actually enjoy them. At least that's what a new study from Arbitron claims, finding that 63%
of folks at the movies have no problems with ads. One reason: Improved quality over the static flip-card ads.
Roughly three years ago, theater chains began installing new equipment to
screen digitally transmitted animated ads, opening the way for better technical quality and engaging content. Initial reaction was negative; some moviegoers even filing lawsuits claiming they were
defrauded because the new commercial formats meant the main features aired later than advertised. But they calmed down since.
"The ads themselves are better than they have been, and I
think they will continue to get better," says Robert Martin, president and COO of cinema advertising vendor UniqueScreen and a board member of the Cinema Advertising Council. "We've tried to share our
thoughts with the advertising creative community that this is an entertainment environment, therefore they should make their ads entertaining ..."
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