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» Film-Tech Forum   » Operations   » Ground Level   » Report says moviegoers don't mind ads (Page 1)

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Author Topic: Report says moviegoers don't mind ads
David Stambaugh
Film God

Posts: 4016
From: Eugene, Oregon
Registered: Jan 2002

 - posted 05-13-2003 05:00 PM      Profile for David Stambaugh   Author's Homepage   Email David Stambaugh   Send New Private Message       Edit/Delete Post 
Original Story Here

Study Finds Moviegoers Don't Mind Theater Ads

By Bob Tourtellotte

LOS ANGELES (Reuters) - A study released on Tuesday showed two-thirds of moviegoers do not mind watching advertisements before a film begins, a statistic that should buttress efforts to put more ads in theaters.

Among younger movie fans aged 12 to 24, the percentage who do not mind seeing the ads rose to 70 percent, according to the study conducted by Arbitron Inc.

Arbitron also found that audiences find theater ads more interesting than TV ads and more acceptable than pop-up or other ads on the Internet.

"Our initial thought was that there would be some consumer anger. But contrary to that, the more people go to the movies, the more they don't mind the ads," said Pierre Vouvard, president of new ventures for the New York-based research firm.

Showing product advertisements -- not movie promotions, or "trailers," as they are called in Hollywood -- ahead of movies has been common for years in Europe.

In theaters, advertisers have a captive and highly targeted audience. Audiences at a Disney animated movie, for instance, are likely to be families and children.

U.S. theater owners, however, have limited pre-movie ads mostly to local merchants and theater concessions and the ads in many instances are little more than slide shows.

Theater owners have been concerned that film audiences want to escape the commercialism of TV with its heavy advertising.

That notion is changing quickly, however, as owners look to boost per-theater revenues. New digital projection systems are also allowing advertisers to place one ad in theaters across the country, and the systems allow ads to transcend slide show status and become more like movies themselves.

"The interesting thing about this study is, it confirms what our own studies are telling us ... overwhelmingly most of our patrons tell us they enjoy it (advertisements)," said Cliff Marks, president marketing and sales for Regal Cinemedia.

Regal Cinemedia, a division of No. 1 U.S. theater chain Regal Entertainment Group, is in the vanguard of installing new digital systems to boost revenues through in-theater advertising and to show special events.

In 20-minute segments before movie trailers begin, their theaters might show music videos and/or a behind-the-scenes look at filmmaking, along with product ads.

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Jack Ondracek
Film God

Posts: 2308
From: Port Orchard, WA, USA
Registered: Oct 2002

 - posted 05-13-2003 05:40 PM      Profile for Jack Ondracek   Author's Homepage   Email Jack Ondracek   Send New Private Message       Edit/Delete Post 
[Mad] [Mad] [bs] [bs] [fu] [thumbsdown] [Mad]

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Mark Lensenmayer
Phenomenal Film Handler

Posts: 1580
From: Upper Arlington, OH
Registered: Sep 1999

 - posted 05-13-2003 08:00 PM      Profile for Mark Lensenmayer   Email Mark Lensenmayer   Send New Private Message       Edit/Delete Post 
No, we don't mind the ads. Show all the ads you want. Make it non-stop ads! We won't mind...we'll just STOP COMING!

Its easier to stay home than to go out! I'd love to take my wife to see DOWN WITH LOVE this weekend, but there is NO WAY I'm getting stuck in the MATRIX crowds. I'll wait a week or two. OR, maybe I'll just wait 4-5 months for the DVD.

It's MUCH cheaper for me to stay home than to go out:

3 people seeing a matinee of a current feature...4-5 commercials (I liked the one for the power drink...don't remember the product, though) then 4-5 trailers. THEN, the movie.
Cost -- $18.00

3 people seeing DVD release of CATCH ME IF YOU CAN.
No commercials. No trailers. Homemade pizza. Letterboxed picture with 5.1 DTS sound.
Cost -- $14.99 (+ I got a free bag of Snickers treats.)

Sure the grosses are up BUT SO ARE THE TICKET PRICES.

I know that I'm seeing fewer films in the theatres and more at home.

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Ken Layton
Phenomenal Film Handler

Posts: 1452
From: Olympia, Wash. USA
Registered: Sep 1999

 - posted 05-13-2003 10:30 PM      Profile for Ken Layton   Email Ken Layton   Send New Private Message       Edit/Delete Post 
With the advertisers paying theater owners all that money to play all those ads, shouldn't snack bar and ticket prices be going DOWN????

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Matt Hale
Expert Film Handler

Posts: 123
From: Vancouver, Canada
Registered: Dec 2002

 - posted 05-13-2003 11:09 PM      Profile for Matt Hale   Author's Homepage   Email Matt Hale   Send New Private Message       Edit/Delete Post 
Who paid for this survey? A good marketing research group can produce survey results supporting whatever position the people who hired them want. A good clue to that is the fact they only quote the statistic for 12-24 year-olds, i.e. people who have never been to a movie without commercials. What was the percentage of support in other demographics? How about the population in general? Where did they do this survey? In the lineup for X2? Of course most of the people there dont mind the ads, those who do dont show up.

No, this is not science, this is just another bogus pile of [bs] , and a pox on the journalists who thought it newsworthy...

And in case you're wondering, I'm in that 12-24 demographic (for a few more months, anyway)

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Claude S. Ayakawa
Film God

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From: Waipahu, Hawaii, USA
Registered: Aug 2002

 - posted 05-13-2003 11:25 PM      Profile for Claude S. Ayakawa   Author's Homepage   Email Claude S. Ayakawa   Send New Private Message       Edit/Delete Post 
As I have stated many times, as long as the ads are not on during "my time" or the advertised show time of the movie I paid to watch, I have no problenms with ads. Consolidated Theatres does run them and it starts five minutes before show time and ends exactly on schedule on the hour or quarter/half hour when the actual show is scheduled to start. The show at this time starts with the policy trailer and is followed by four or five trailers than the feature starts.


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Tom Wienholt
Master Film Handler

Posts: 369
From: Towson, MD, USA
Registered: Dec 2002

 - posted 05-13-2003 11:47 PM      Profile for Tom Wienholt   Email Tom Wienholt   Send New Private Message       Edit/Delete Post 
For someone to say that they will not go the the movies anymore beacause of advertisements is ridiculous. What is the big deal? Is there really a need to rush right into the movie? What is the big deal if 5 or 10 minutes of ads are shown before a movie. I don't understand. I think that everyone is just being a bunch of babies. I don't know about you all, but i go to the movies to have a good time and to GET OUT OF THE HOUSE. Why would you wanna stay home to watch every movie just because you dont feel like watching a couple ads or dealing with a crowd. GET OVER IT.

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Scott Norwood
Film God

Posts: 7991
From: Boston, MA. USA (1774.21 miles northeast of Dallas)
Registered: Jun 99

 - posted 05-14-2003 12:34 AM      Profile for Scott Norwood   Author's Homepage   Email Scott Norwood   Send New Private Message       Edit/Delete Post 
Jack--you forgot [puke]


I don't like slides, but I can deal with them. Movie Tunes and film ads for non-movie-related products have no place in commercial cinemas.

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Carl Martin
Phenomenal Film Handler

Posts: 1395
From: Oakland, CA, USA
Registered: Feb 2002

 - posted 05-14-2003 03:20 AM      Profile for Carl Martin   Author's Homepage   Email Carl Martin   Send New Private Message       Edit/Delete Post 
people who come 10-15 minutes early to beat the crowd should be rewarded, not subjected to bullshit ads. that's book-reading, crossword-solving, or eye-resting time.

pre-show ads just drive away the regulars. maybe the more hardened patrons can stomach seeing these ads once or twice. but time after time it must be maddening. as often as i see films, i usually have to close my eyes during the trailers. i stay the hell away from pre-show ads. (and movie tunes.)


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Dan Lyons
Jedi Master Film Handler

Posts: 698
From: Seal Beach, CA
Registered: Sep 2002

 - posted 05-14-2003 03:24 AM      Profile for Dan Lyons   Email Dan Lyons   Send New Private Message       Edit/Delete Post 
What a lie! I hate ads!
I try my best to avoid going to theatres that show ads.

Stick to theatres that have curtains! [thumbsup]
A theatre that has and uses curtains is a theatre that doesn't use slides or "movietune" crap, in most cases.


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Daniel Fuentz
Expert Film Handler

Posts: 230
From: Fresno, CA, USA
Registered: Apr 2003

 - posted 05-14-2003 04:29 AM      Profile for Daniel Fuentz   Email Daniel Fuentz   Send New Private Message       Edit/Delete Post 
I don't know where they found those people! I am in that 12-25 age group and I DESPISE ads at the theater. I paid $8.50 to get in -- I could see ads at home for free... These research people are probably the same ones who told TV executives that people "like" huge ugly logos and smashed up, unreadable credits on TV shows!

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Bob Maar
(Maar stands for Maartini)

Posts: 28608
From: New York City & Newport, RI
Registered: Feb 2001

 - posted 05-14-2003 06:27 AM      Profile for Bob Maar   Author's Homepage   Email Bob Maar   Send New Private Message       Edit/Delete Post 
Yes, the story is absolutely accurate. You must accept that this is your future.

Now, I have this bridge in lower Manhattan that is for sale. It crosses over the East River into Brooklyn.

Who would like to buy it? [Wink]

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Kenneth Wuepper
Jedi Master Film Handler

Posts: 996
From: Saginaw, MI, USA
Registered: Feb 2002

 - posted 05-14-2003 06:36 AM      Profile for Kenneth Wuepper   Email Kenneth Wuepper   Send New Private Message       Edit/Delete Post 
I'll buy it only if I get the Toll Rights!

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Daniel Fuentz
Expert Film Handler

Posts: 230
From: Fresno, CA, USA
Registered: Apr 2003

 - posted 05-14-2003 06:50 AM      Profile for Daniel Fuentz   Email Daniel Fuentz   Send New Private Message       Edit/Delete Post 
Movietunes= [bs] ??? Kris Erik Stevens is the BOMB! [Wink] (Well, he was quite the guy back when he was on 93/KHJ in L.A. but those days are gone forever, I should just let them go...) For me, I can tune out movietunes just as easily as I can tune out the Muzak they play in Vons. Those ads are a different matter. As I stated in another thread, the Edwards theater here starts the ADS at the advertised feature start time, which pisses me off. The UA complex I go to sometimes starts the trailers at the advertised start time, which I can live with. (Since those are part of the same chain I guess it's the manager of the Edwards telling them to start the ads at that time.) IMO, trailers are a different thing than the ads. I usually decide which films I'm going to see in future based on the trailer, but I already know all about how great the dramas on NBC are and how tasty Vanilla Coke is, so I don't need to go to the movies to find that out...

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Mark Lensenmayer
Phenomenal Film Handler

Posts: 1580
From: Upper Arlington, OH
Registered: Sep 1999

 - posted 05-14-2003 06:52 AM      Profile for Mark Lensenmayer   Email Mark Lensenmayer   Send New Private Message       Edit/Delete Post 
A response to Tom Weinholt:

Tom, I'm paying money for the film, not the commercials. I pay for HBO, and, believe me, I would be VERY upset if they interrupted SIX FEET UNDER for a deodorant ad.

There is no great advantage to getting out. I can stay home and run things on my schedule. If someone has to leave the room, I can stop things. I am in control, and I like that. I can replay the parts that aren't clear, or I can pull up infomation on my computer while the picture is running.

Would I stop going to film because of commercials? Probably not. BUT, HAVE I stopped going as often because I have access to so much at home...ABSOLUTELY.

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