ERIC Number: ED255944
Record Type: RIE
Publication Date: 1985-Aug
Reference Count: 0
Cinema Screen Advertising: An Old Technology with New Promise for Consumer Marketing.
Austin, Bruce A.
Few individuals think of the theatrically exhibited motion picture as supported by advertising like other major forms of mass communications. Cinema screen advertising can be defined as the presentation of individual advertising messages on movie theatre screens in a distinct and discrete fashion. Screenvision ads run prior to the start of each feature film and promote such products as automobiles, videogames and home computers, fashions, beer and soft drinks, travel, cameras, and film. While relatively scarce until recently in the United States, cinema advertising has long been a part of the European cinema experience. Although there is a dearth of movie audience research, the data suggest that cinema advertising does not significantly deter or inhibit attendance, nor do the ads appear to be especially aversive to a significant segment of the audience. The theatrical environment itself offers numerous unique advantages that should further increase its attractiveness as an advertising medium. The absolute size of the visual is larger than for any other moving image medium. In addition, it offers a more powerful, higher fidelity sound system than TV with stereo. The impact of new technologies may very well make the concept of cinema screen advertising even more attractive. (HOD)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (68th, Memphis, TN, August 3-6, 1985).