Silver-screen ads reflect desire for captive viewers

Cleland, Kim
August 1999
Advertising Age;8/2/1999, Vol. 70 Issue 32, ps18
Trade Publication
This article discusses the rising trend of cinema advertising in the U.S., as of August 1999. According to Jamie Lockard, advertising director for VF Corporation's Lee Jeans, stock cinema advertising has been a complement to its advertising mix for that very reason. Lee Jeans is airing reformatted versions of its TV commercials created by Fallon McElligott, a company based in Minneapolis, Minnesota. Some efforts are created specifically for the big screen. Other marketers using cinema advertising include Nintendo of America, Nissan Motor Corp., Reebok International and Target Stores. Sharri Jurmain, vice president-director of national advertising at ScreenVision, cinema advertising is a $50 million industry. The medium may not appear to be a threat to any advertising budgets, especially TV. It has yet to win its own category in most media budgets and advertisers are reluctant to note from which portion of the budget they are pulling the media dollars. While some advertisers may welcome the additional venue, movie studios have shown concern about becoming one more commercial zone.


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