In-theater advertising firm National CineMedia on Wednesday touted a new way to boost revenues: run big screen commercials closer to movie screenings and among trailers
"There's more people in the theater, the lights are down," Tom Lesinski told an investors conference about ads mixed in with trailers at the local multiplex.
"There's more people in the theaters. The lights are down, your phones are off, you're paying more attention to the advertising," company CEO Tom Lesinski told the Citi 2020 Global TMT Conference in Las Vegas during a session that was webcast. Lesinski touted the new advertising segments now in place at Regal Cinemas and Cinemark Theatres venues for earning a premium from marketers as it plays to a captive theater audience unable to zap ads or surf the internet as happens with in-home movie viewing. National CineMedia has also introduced a “pre-show" program of on-screen ads to run for five minutes past the posted movie showtime.
"We haven't had a lot of pushback from people complaining about the advertising," Lesinski said of pre-show and post-show ad programming more recently introduced in the U.S. market after featuring for some time in cinemas in Canada, Europe and Latin America.
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