The reel world

Zid, Linda Abu-Shalback
March 2005
Marketing Management;Mar/Apr2005, Vol. 14 Issue 2, p5
This article presents the results of a market survey on the showing of television-like commercials in movie theaters, conducted by Insight Express in the U.S. as of March 2005. Although 91% of respondents to a survey of American moviegoers said they noticed commercials shown in the movie theater, more than half, 53%, said cinemas should stop the practice. The survey showed that more than one-fourth, 27%, said the advertisements would even make them decrease the number of trips they take to the theater. To reduce such negative feelings, the moviegoers did, however, have some suggestions. About 56% of the 500 respondents said that funny/humorous was a preferred trait of cinema advertisements and 39% said they prefer advertisements that fresh, never seen before on television. Other advertisement traits preferred by moviegoers are: Superbowl quality, 32%; new product introduction 30%; tells a story, 24%; and features music, 23%.


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