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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Number of Number of Commercial
Cinema Screens Theaters Time
13. Support Media © The McGraw−Hill
Companies, 2003
Regal Cinema 4,449 424 3 minutes
AMC Entertainment Inc. 2,736 197 2 minutes
Loews Cineplex Entertainment 2,726 359 3 minutes
Carmike Cinemas Inc. 2,445 350 3 minutes
Cinemark USA Inc. 2,227 192 3 minutes
United Artists Theatres 1,858 257 3 minutes
National Amusements 1,076 102 No limit
General Cinema Theatres 1,060 133 3 minutes
Hoyts Cinema Corp. 967 113 3 minutes
Century Theatres 700 75 No rolling stock ads
Edwards Theatres Circuit 690 59 No rolling stock ads
Source: National Association of Theatre Owners, individual cinema circuits.
advertises on the video of Casper. Disney often promotes its upcoming movies as well
as Disney World (10 minutes of advertising preceded The Lion King on video). 30 (If
you have ever rented a Disney movie, you are well aware of this!) The Canadian government
has shown “stay in school” spots, knowing that the movies are a good way to
reach 12- to 17-year-olds. Dozens of other advertisers have also used this medium,
including Sega, AT&T, and DeBeers.
Consumer reaction to ads in movie theaters is mixed. A number of studies have
shown that most people think these ads are annoying or very annoying. But in an
Advertising Age/Gallup national sample of moviegoers, 35 percent were against a ban
on ads in movie theaters and another 21 percent were unsure whether such a ban
should be enacted. 31 The survey was taken after Walt Disney Co. announced it would
stop showing its movies in any theater that runs on-screen advertising along with the
films. While advertisers were infuriated, Disney claimed its surveys showed that customers
were extremely irritated by such ads and as a result might quit coming to the
theaters. 32 (Disney still bans ads, and some movie chains refuse to accept them
as well.)
Adam Snyder, writing in Brandweek magazine, believes that pushing movies is
acceptable but beyond that consumers are likely to react negatively. 33 Nevertheless,
Blake Thomas, marketing vice president for MGM/UA Home Entertainment, claims,
“We could conceivably sell as much air time as we want, since advertisers cannot
resist the temptation of reaching tens of millions of viewers.” 34
Advantages of Movie Theater Advertising Movies provide a number
of advantages to advertisers, including the following:
1. Exposure. The number of people attending movies is substantial: over 1.49 billion
tickets were sold in 2001. 35 Ticket sales are over $7.7 billion per year, and attendance
continues to climb. 36
2. Mood. If viewers like the movie, the mood can carry over to the product
advertised.
3. Cost. The cost of advertising in a theater varies from one setting to the next. However,
it is low in terms of both absolute and relative costs per exposure.
4. Recall. Research indicates that the next day about 83 percent of viewers can recall
the ads they saw in a movie theater. This compares with a 20 percent recall rate for
television. 37
5. Clutter. Lack of clutter is another advantage offered by advertising in movie
theaters. Most theaters limit the number of ads.
Figure 13-11 The Show
Before the Show: Movie theaters
are screening commercials,
along with previews,
before the main attraction.
449
Chapter Thirteen Support Media