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This topic comprises 2 pages: 1 2
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Author
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Topic: Ads Mixed in With Trailers
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Martin Brooks
Jedi Master Film Handler
Posts: 900
From: Forest Hills, NY, USA
Registered: May 2002
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posted 10-04-2019 10:41 PM
I'm surprised, but pleased that AMC is not doing this (yet).
AMC, the largest chain, doesn't break out advertising separately in their revenue reports, but they categorize Admissions, Food & Beverages, and Other, with advertising obviously being part of Other. In the first two quarters of this year, Other constituted $218.2 million, which was 8.06% of revenue. Let's assume that advertising was 90% of Other. That makes it 7.25% of revenue. There has to be some sales and production costs against that revenue, but let's say it's very high margin at 80%. That makes the net 5.8% of gross revenue.
Is it really worth alienating the audience for 5.8% of gross revenue? Wouldn't it be better to get a few percent more people in the theaters or to get per caps up?
I think I know why this is happening. I bet the advertisers are discovering that their ads are having no impact, so the idea is to stick them between the trailers so people will watch.
Instead of these dumb ads that no one really pays any attention to, I'd love to see sponsored short films instead. The sponsor can have a big logo screen beginning and end of each one. And they can put some advertising screens in the bathrooms and in the lobby near the concession stand. They can get their impressions that way, although I'd prefer to see no such advertising in theaters, except perhaps for some limited tie-ins. Theaters used to be so much classier when I was a kid.
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Frank Angel
Film God
Posts: 5305
From: Brooklyn NY USA
Registered: Dec 1999
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posted 10-05-2019 05:25 AM
Martin's idea is sound. If you MUST advertise, then put something on the screen that is cinematic and worth seeing instead of ads, and then slap your company name on it. For example, how about all those short subjects that are nominated for academy awards every year that NOBODY gets to see..sponsor one of them with your logo at the beginning and end. That will be much more impressive than a TV commercial.
Every film school every year has an output of thesis films that again, no one gets to see; quite a few of them are incredibly entertaining, thought-provoking and very worthy of an audience -- sponsor one of them with your name/logo. It will be appreciated by an audience waiting for the feature to start much more so than a tv commercial and it will be very helpful to that young filmmaker. And theatres could dig out those old snipes that said Plus Selected Short Subjects that we all enjoyed watching before the feature.
All of the above to basically say, "Hey, Mr. Marketing Excutive Arsehole, tv commercials on theatre screens DON'T WORK. If anything, they produce negative impact, exactly what you don't want. So wake up and STOP IT."
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