|
|
This topic comprises 3 pages: 1 2 3
|
|
Author
|
Topic: Screenvision is horrible.
|
|
|
Scott Jentsch
Phenomenal Film Handler
Posts: 1061
From: New Berlin, WI, USA
Registered: Apr 2003
|
posted 08-24-2009 09:48 AM
I think the pre-show advertising is like any other aspect of the moviegoing experience. It can either add to the experience, or it can detract from it.
While it's hard to make it a positive factor, it's also not that hard to keep it from becoming a large negative factor. It sounds like some here go through some effort to keep it from being the latter, while many advertising companies seem intent on doing otherwise.
One of the local theaters here in Milwaukee has such bad pre-show advertising, that it actually makes the theater look bad, IMO. The quality of the ads are OK (decently voiced, good photos of the business, etc.), but the quality of the projected image is so poor, that it appears that the theater can't figure out how to put an image on the screen. If I were brand new to the theater, I'd be worried about their ability to show the actual feature with any quality.
The video appears to be VHS quality, which is odd, since I would think it would cost nearly as much to edit these ads in HD as in SD, and HD-capable projectors can't be that hard to find or more expensive than SD-only ones.
Odd thing is, the theater management recognizes how poor it is, but they don't see it as a problem. It's managed by the ad company and maintained by the ad company, and they don't think it reflects poorly on the theater. I think they're wrong, but it's their theater, so if they want something that sucks showing in their theater, that's their right!
Relevant advertising can be OK, and I don't think people object to seeing ads before the show, as long as they're not bothersome. They need to be decent quality, not be too loud to inhibit conversation before the show, and they should not delay the actual showtime by more than a few minutes (if any at all).
Interspersing ads with factoids, trivia questions, and other non-ads would help keep it from feeling like a blatant exploitation of a captive audience, and adding something special, like a customized policy trailer or at least a final segment that says "And now... on with the show!" and shows animated curtains opening or something would be a touch of class that I know would never happen in most theaters but would be a distinctive touch that may resonate with customers.
| IP: Logged
|
|
|
|
|
|
Jeremy Spracklen
Film Handler
Posts: 39
From: Arlington, TX, USA
Registered: Jun 99
|
posted 08-24-2009 02:19 PM
I don't want to say that Screenvision is a scam on the theaters, but I do believe that they intentionally create situations where they can declare the exhibitor "non-compliant" and refuse to pay. These include:
1. Shorting the theaters an appropriate number of ad rolls for every rating and format. They already look ahead at release schedules for the month for rating and formats (which is proven by the fact that we do not receive any G-Rated Scope rolls if we don't have any G-Rated Scope movies that month), but we always manage to be short appropriate ads. When we get the final bookings and find out picture formats for the week, we send the obligatory email to their service, but it is impossible for them to get the commercials to us in time for the weekend (in reality, they have yet to ever fill a request for more ads, but I was trying to give them a chance). But, since we aren't in full compliance, they can refuse payment.
2. This one is just downright shady - They send the ads in a fedex box and ask the theaters to return the rolls in the same box. The problem is that the return label that they enclose is a UPS airbill. This combination just confuses the hell out of everyone. We always give the return box to the managers and they try to give it to the FEDEX driver who refuses it, because of the UPS airbill, and then they try to give it to the UPS guy who in turn refuses it because...well, because it is a fedex box. Once again, they have put in a rule that if you don't return the old ads within a certain window, they can refuse payment.
My question to this is...why? Do they reuse the ads? Why are they spending so much money getting them shipped back (our last shipment was 20 4-minute rolls) when it seems that the only purpose in doing so is to artificially create a reason NOT to pay people.
These issues are just on top of everything else that has been said. The quality is just horrible, with theaters, customers and even advertisers having to suffer. And don't even get me started about how they make conventional trailer change-out processes impossible by using film that has the consistency of a bowl of cereal that has been left in the sink for a week without being rinsed.
| IP: Logged
|
|
|
|
|
|
|
|
|
|
|
|
|
|
All times are Central (GMT -6:00)
|
This topic comprises 3 pages: 1 2 3
|
Powered by Infopop Corporation
UBB.classicTM
6.3.1.2
The Film-Tech Forums are designed for various members related to the cinema industry to express their opinions, viewpoints and testimonials on various products, services and events based upon speculation, personal knowledge and factual information through use, therefore all views represented here allow no liability upon the publishers of this web site and the owners of said views assume no liability for any ill will resulting from these postings. The posts made here are for educational as well as entertainment purposes and as such anyone viewing this portion of the website must accept these views as statements of the author of that opinion
and agrees to release the authors from any and all liability.
|
Home
Printer-friendly view of this topic