Thursday, August 20, 2009

10 commercials

Posted By on Thu, Aug 20, 2009 at 10:40 AM

clockwork orange That's what my wife and I were subjected to last night at the Broadway Theatre before a showing of District 9 , beating the previous record (in my personal experience) of seven commercials. That doesn't count the slideshow-style commercials that precede the darkened theater, big-budget Coke and Army ads. The movie start time was listed at 6:40 p.m. I checked my watch right after the Coming Attractions self-promo reel; it was after 7.

The Cinema Advertising Council, a trade organization repping 82 percent of U.S. screens, brags that revenue for theater ads has seen double-digit growth over the last five years, equating to just shy of $540 million in 2007. It really works well, they say, because, "The cinema audience is unique in that it is attentive [and] engaged... ." Hmm, could that be because we're fucking captive ?

Apparently, I'm in the minority for finding this manner of advertising rude if not immoral. Last year, Variety reported that most moviegoers don't mind the ads. Well, I do. And so do the folks at CMPAA , the Captive Motion Picture Audience of America, who suggest ways to fight back. The best one, in my opinion, is contacting the theater companies, which often have a monopoly on local markets. Here's the " Contact Us " page for Coming Attractions Theatres, which owns all the first-run theaters 'round here except the Fortuna.

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Ryan Burns

Ryan Burns

Ryan Burns worked for the Journal from 2008 to 2013, covering a diverse mix of North Coast subjects, from education, politics and marijuana to human suspension, sex parties and amateur fight contests. He won awards for investigative reporting, feature stories and news coverage.

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