This is topic New survey reveals surprising fact: Lots of people hate pre-show ads! in forum Film-Yak at Film-Tech Forum ARCHIVE.


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Posted by Mike Blakesley (Member # 26) on 12-30-2004, 06:19 PM:
 
Boxoffice has an article about pre-show ads which reveals the following facts:

Of 500 American moviegoers polled by InsightExpress:

- 91% notice pre-show ads (I guess the rest must be latecomers)
- 52% consider the ads intrusive
- 53% would like exhibitors to stop showing ads
- 71% said theatres showing ads should charge less for tickets
- 27% said pre-show ads would lead them to decrease moviegoing frequency
- 13% said they liked the advertising

They also asked people how theatres could make the ads more acceptable. Among the suggestions:

- Make them humorous
- Make them "super bowl quality"
- Use ads that are exclusive to theatres (not shown on TV)
- Feature music, storylines and new products

No mention of how much more people would be willing to pay to attend a theatre with no ads.
 

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Posted by Scott Norwood (Member # 30) on 12-30-2004, 06:27 PM:
 
I saw that and meant to comment on it. Very interesting. I doubt that anyone in a position to make a difference about such matters actually reads Boxoffice, though.
 

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Posted by Chris Hipp (Member # 1788) on 12-30-2004, 11:31 PM:
 
So, where is the surprise?
 

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Posted by Barry Martin (Member # 1376) on 12-31-2004, 12:16 AM:
 
You know it is funny this is mentioned tonight, I had this old grump come to watch Lemony Snicket's tonight and during the previews he came out and started ranting and railing at me about the number of previews we are showing and "when is the show going to start? I looked in the paper and it said 8pm, that's when the movie should start" I tried explaining to him that we run 10 minutes of previews before any movie to give people a chance to be late but make the movie and people who showed up at 8pm a few minutes to find a seat and come back out for refreshments before the feature starts. He wouldn't let me get a word in edgewise. We had 7 previews on ahead of Lemony, totaling about 9 minutes 30 seconds. NO ADS. I would love for this guy to attend a "corporate cinema" and watch 10 minutes of "ads", 15 minutes of "previews" and god knows what kind of bombardment in the lobby and on screen prior to the "feature start".
 

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Posted by David Yauch (Member # 2754) on 12-31-2004, 01:28 AM:
 
We show an ad or two depending on the movie, then 4 or 5 trailers depending on their length. Right now is a real rarity, if we really wanted to, we have the current ads to stick 5 on any given feature. Usually we have one stock ad and then a moviefone ad.
 

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Posted by Robert E. Allen (Member # 1351) on 12-31-2004, 12:59 PM:
 
My company won't stop the ads. I have been informed it generates $70 to $80 million a year for the company and they are not concerned about a few customer complaints. We do have some people who wait in the lobby until the ads are over before they enter the auditorium.

Bob
 

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Posted by Mike Blakesley (Member # 26) on 12-31-2004, 01:09 PM:
 
Chris: There IS no surprise, I was being sarcastic.

To follow up on Barry's comment: I am always amazed that people think the trailer reel is much longer than it really is. We get people who come in 40 minutes late and ask how long the movie has been on, I tell them 30 minutes and they say "Well, didn't you show a half-hour of previews?"
 

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Posted by Jason Black (Member # 684) on 12-31-2004, 03:53 PM:
 
Mike,

Chris was being sarcastic as well...

Bob and everyone else..
Face it.. ads generate money. As the distrib's continue to take more and more, and concession prices escalate to the point of having to take out a second mortgage for the large combo, exhibitors are going to do essentially WHATEVER it takes to bring in extra revenue. It's a wonder someone hasn't entertained the idea of sponsorship of the answering device lines..

"Thank you for calling XXXX theatre, blah blah blah.... Showtimes this week are brought to you by {insert sponsor name here}.. blah blah blah..."

Now THERE is an idea..
 

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Posted by Christian Volpi (Member # 2370) on 12-31-2004, 04:01 PM:
 

quote: Jason Black

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It's a wonder someone hasn't entertained the idea of sponsorship of the answering device lines..

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Hmmm...
I think I like where this is going.
 

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Posted by Scott Norwood (Member # 30) on 12-31-2004, 04:18 PM:
 
I believe that Bob's chain has over 6000 screens. That $80m sounds like a large sum of money, but it's really only something like $35/screen/day. Assuming 3-4 shows per day, that's $10 per show--i.e. the value of a couple of tickets or buckets of popcorn. That's not really anything for an exhibitor to get very excited about, considering that slides and film ads really do irritate people and will cause some of them to stop attending films (at least at that particular exhibitor) altogether.

I continue to believe that, over the long term, advertising in motion-picture theatres is bad for the industry as a whole--including the exhibitors who do not show ads.

This sort of reminds me of the idea of getting rid of projectionists to save money: sure, if the theatre saves, say, $40k per theatre per year and has 200 theatres, the company saves $8m per year. That looks pretty good on paper, but, like cinema advertising, it is not without cost. The actual cost per screen per show is very low and the benefit to improved presentation is actually rather high.
 

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Posted by Mike Blakesley (Member # 26) on 12-31-2004, 04:40 PM:
 
Answering machiine ads? Why not? Can't draw any more complaints than screen ads do.

And since many major movies are now produced/financed by two studios, can the "tri-studio production" be far behind? And right behind that will be "REEBOK presents SPIDER-MAN 4."
 

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Posted by Bob Maar (Member # 763) on 12-31-2004, 05:23 PM:
 
With the introduction of screen ads, showmanship is fast becoming a lost art.
 

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Posted by Phil Hill (Member # 371) on 12-31-2004, 05:56 PM:
 
I disagree, Bob. I think at least an hour of screen ads should be shown before each feature.

I can't wait for the day when the theatres put their logo in the bottom right corner of the screen.

NOW! ***THAT'S*** showmanship!
 

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Posted by Bob Maar (Member # 763) on 12-31-2004, 05:57 PM:
 
I stand Corrected. However I am sitting down.
 

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Posted by Dave Williams (Member # 299) on 12-31-2004, 06:15 PM:
 
You could sell sponsorship of a particular thing or time, but not of a film product itself. That would be considered revenue generated for the film company and not the exhibitor.

For instance, Reebok could not present StarWarsPOS, but Reebok could present the answering machine itself.. "rebook proudly presents cinemarks answering machine, and now with the showtimes..."

also, you could have a Reebok auditorium, but not reebok presents the movie in that auditorium...

could be the wave of the future.. hell we have all of our sports arenas sponsored, but not the teams.. that way the players and the leauge do not get to share in the good fortune.. just the building owner..

cha

dave
 

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Posted by Ron Yost (Member # 1850) on 12-31-2004, 07:16 PM:
 
I think people should be given a DISCOUNT for attending a theatre which shows such crap, not have to pay more to attend one who doesn't.

They're paying to get sold to, fer pete's sake. Nonsense, says I. (Fortunately my local family-owned mini-plex doesn't show any ads at all .. not even slides.)

Do you guys/ladies who work for chains showing ads make more money than those who work other places that don't?? Do you have great benefits thanks to the 'extra' corporate takings?? Didn't think so.

Just because something's become 'accepted', and there's no apparent hue and cry against it, doesn't make it 'right', and creative blame-shifting corporate rationalization (spin) doesn't either. (Even though some of the ads are probably better than the crap films following them!)

Besides, haven't we been down this road many, many times b4?

Ron Yost .. Happy ads-less New Year! Come to Paso Robles and see GREAT presentations with NO ads!!
 

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Posted by Mike Olpin (Member # 1115) on 12-31-2004, 07:36 PM:
 
Does the little "Universal Studios" theme park snipe after the blue band really annoy anyone else? It bugs me a lot.
 

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Posted by Jason Black (Member # 684) on 12-31-2004, 10:54 PM:
 
Just remember,
When you guys hear that sponsorship on the answering devices.. you heard it HERE first....
 

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Posted by Barry Martin (Member # 1376) on 01-01-2005, 12:03 AM:
 

quote: Ron Yost

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Fortunately my local family-owned mini-plex doesn't show any ads at all .. not even slides

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This is one area I have spoken with the owners on. We just run previews, and have no slides. I have told them MOST theaters at least run slides for a bit of extra revenue and as a plus it gives people something to look at when they show up 20-30 minutes early for the show. Also, if we did it ourselves instead of having a big advertiser pay us to rent the screen we would be able to give a decent price for advertising to local businesses and events and thus support the community. Mix in a few pepsi trivia slides and it's a bit of extra entertainment but you are not being held "captive" such as ads that run AFTER the show's start time. Do slide shows really bug anyone? Especially when compared to PSAs, Coke and that variety of trailer ads, lobby ads, and advertising over the sound system (movie tunes, etc)?
 

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Posted by Emma Tomiak (Member # 1862) on 01-01-2005, 02:13 AM:
 
To Mike: Yes, terribly.
 

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Posted by David Yauch (Member # 2754) on 01-01-2005, 02:46 AM:
 
Barry I can't answer for everyone, but I can say that we have had more complaints about slides not being on screen then we've had about them being there.
 

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Posted by Jason Black (Member # 684) on 01-01-2005, 08:27 AM:
 
Speaking of customers referring to slide presentations..

How about the customers who come out and say the movie is out of focus WHEN THE SLIDES ARE SHOWING.....

Stoopid customers..
 

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Posted by Dave Williams (Member # 299) on 01-01-2005, 01:37 PM:
 

quote: Ron Yost

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I think people should be given a DISCOUNT for attending a theatre which shows such crap, not have to pay more to attend one who doesn't.

They're paying to get sold to, fer pete's sake. Nonsense, says I. (Fortunately my local family-owned mini-plex doesn't show any ads at all .. not even slides.)

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And I think that we should all get free televisions, the giant flat panel plasma screens, just for watching comercial based television. I paid for my cheap ass tv, why do I have to pay to watch HBO? I mean really!!! WHY?????

As for the discount, I think the appropriate discount would be about 1 cent, considering the revenue generated vs. cost of projection. I think I will demand my penny each time I see a commercial on screen. Dammit I want my penny!!!

As for paying to get sold to, well that is what the movie is doing isn't it? Tom Hanks sells the movie for you so you don't have to. However his paycheck is out the friggin roof so most larger commercial ventures are forced to get revenue elsewhere.

I disagree with commercials, but some cannot live without it. It may mean the difference between film guard and no film guard, and we all BETTER know the damned difference!!!

I applaud those that can go without it. However, I disapplaud anyone who derides those that must show it for revenue sakes. This business is a bitch, and she hits hard! Cudos to all those that put in thier blood sweat and tears to make it the best experience with WHAT YOU HAVE TO WORK WITH.

Ciao mon

dave
 

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Posted by Andrew McCrea (Member # 674) on 01-01-2005, 02:14 PM:
 
Winnipeg's Globe Cinema has been doing dinner and a movie partnerships since it (re-)opened (the old Famous Players Portage Place) in 2002. If you buy 1 of 3 dishes at Partner's Delicassten (or however you spell it), you get a free ticket to the cinema, to any movie of your choice. They're always plugging this deal on the movie line (204) 69-GLOBE (45623).

What would customers think if the curtain closed, slide projector turned off and stage lights came up 2-5 minutes before the show, then the show started traditionally, and ended the same way, with slides showing inbetween? That way, ads aren't being shown continuously and the show is still being done the old fashioned way with big income.

I really hate how theatres with no corporate advertising (just trivia and concession stand plugs) still run the slideshow, especially a theatre here in Winnipeg with curtains. They're not making money to run easy trivia- they're spending it to produce the material, and maintain the projector.

Just my two cents.
 

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Posted by David Yauch (Member # 2754) on 01-01-2005, 02:37 PM:
 

quote: Jason Black

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How about the customers who come out and say the movie is out of focus WHEN THE SLIDES ARE SHOWING.....

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quote: Barry Martin

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Also, if we did it ourselves instead of having a big advertiser pay us to rent the screen we would be able to give a decent price for advertising to local businesses and events and thus support the community.

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Be careful in your approach on this Barry. We initially tried to sell slides all by ourselves and it was a disaster of monumental proportions. The major reason we fell flat on our face was the owner's twentysomthing daughter became personally involved as our "contact". Basically, she vetoed a customer (local 501-C3 helpline) from showing a slide of an older man laying on the floor possibly passed out and needing help. This, she claimed, was too provocative and may scare children. When the photographer (an asshole in his own right) refused to do a reshoot unless he was paid another $250, the customer balked. To many hands in the cookie jar and no communication between anybody ended the whole thing right there. Oh, and after two months of trying to sell to customer after customer, the helpline was our first bite.

We currently use Silver Screen Advertising out of Minneapolis, MN as our "big advertiser" and we are pleased with their work. Not only do they handle the sales, but also supply our bulb needs and any breakdowns on the slide projectors.

Even for these guys, sales are pretty slim and have been for most of 2004. Last year I heard one of Silver Screen's owners tell a manger at our theatre that they have the most difficulty selling slides here in New Castle then at any of their theatres between Pittsburgh and Chicago. I'm not surprised by that since Walmart ran most of the mom-and-pap stores out of town, and those that are left are usually ran by older folks that don't understand on-screen advertising, or simply don't budget for advertising. We now have only a car dealer and crappy resturant as customers . . . the insurance agent didn't renew.

I don't have a problem with slide advertising. I just wouldn't want anybody to get caught in the snafu's I've outlined above.
 

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Posted by Thomas Procyk (Member # 1170) on 01-01-2005, 07:53 PM:
 
Gentlemen...BEHOLD!!

My new company, AdCorpse(tm) is your all-in-one solution to your onscreen advertizing needs! Using patented new technologies, we have perfected a system where you can increase your ad revenue tenfold while giving your advertizers the ultimate exposure in your cinema. I present to you....

THE FILLASCREEN(r)(tm)(c) AD-SYSTEM 2000!!

Why cover the unused portion of your movie screen(s) with dusty old curtains when you can turn that blank space into moneymaking ad space? Using this revolutionary patented new system, you will never have wasted screen space showing a Flat movie on a common-height Scope screen, or a Scope movie on a common-width Flat screen. The blank space is instead replaced with profit-bloating advertizing slides. BEHOLD:


The FILLASCREEN(r)(tm)(c) System shown here in an auditorium running a Scope movie on a common-width screen. The top (unused) area is converted into potentially endless revenue.


Here, The FILLASCREEN(r)(tm)(c) System is in an auditorium running a Flat movie on a common-height screen. The image is moved to one side, allowing 50% more space for profit-generating advertizing.

BENEFITS OF THE SYSTEM:
* Customers won't mind the FILLASCREEN(r)(tm)(c) system compared to pre-show ads since it will not delay the start time of the feature.

* Complaints are minimized since customers do not want to miss any portion of the feature presentation. This benefit gives new meaning to the term "Captive Audience."

* Ads slides are displayed in a continuous loop, so your advertizers will get approximately 100 hits per 2-hour film.

*Additional Ad screens can be installed throughout the auditorium, along the side walls.

*Ask about our LCD Panel upgrade, and place animated ads on the backs of each of your seats!

OPERATORS ARE STANDING BY!

HURRY! BEFORE THERE'S STILL TIME!

=TMP=
 

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Posted by Christian Volpi (Member # 2370) on 01-01-2005, 08:09 PM:
 
Wow! Way toooo much time on your hands. We may laugh at it now but give it a few years. Most of the time the previews are better than the film, maybe the ads will be, too.
 

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Posted by Mike Blakesley (Member # 26) on 01-02-2005, 06:08 PM:
 
We don't show any ads at all, but we do have a big Pepsi sign on the side of the building. A few years ago we had the wall sandblasted and painted white, and it was about 5 months before Pepsi's signpainter came around and redid the sign. We got endless complaints during that 5 months that the building "just didnt look right" without the sign. So I guess some advertising is welcomed by people. Go figure.
 

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Posted by William Hooper (Member # 71) on 01-03-2005, 02:53 AM:
 
I dislike slides more than ads. Dim, squint at them, just more in the constant barrage of cheesy promotion filling up every iota of space & sound that's in the same family with Wal-Mart radio & the talking Kodak picture coffin.

Can't even take a break & go to the movies, sit down for a bit before the show & readjust to leisure mode without all that marketing crap.

It not only ruins the top of your show, but as was mentioned, it erases the line so that folks are conditioned to talk during slides (when something's on the screen worthy of being ignored), then keep talking when the movie starts rolling.

They don't show slides before the symphony, opera, or live theatre events. Not just because it lacks class, but because it wrecks the top of the show.

quote: Jason Black

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How about the customers who come out and say the movie is out of focus WHEN THE SLIDES ARE SHOWING.....

Stoopid customers..

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quote: William Hooper

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It not only ruins the top of your show, but as was mentioned, it erases the line so that folks are conditioned to talk during slides (when something's on the screen worthy of being ignored), then keep talking when the movie starts rolling.

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quote: William Hooper

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They don't show slides before the symphony, opera, or live theatre events. Not just because it lacks class, but because it wrecks the top of the show.

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quote: David Yauch

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How much do you pay for a symphony, opera, or live theatre ticket? And how much of that is actually being kept by the theatre putting on the performance

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I wouldn't be so sure of the profits in those instances. For theater and opera they are in the SAME situation as movies because they pay a licensing fee. It would also depend on whether the the actors/crew were employed by the theater or were traveling with the show and essentially leasing the venue giving them a percentage of the tickets. Granted the tickets are a lot more expensive for such performances, which is why I would imagine they can afford to pay everyone and the bills.
 

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Posted by Roger Manning Jr (Member # 1560) on 01-03-2005, 06:01 PM:
 
Thats why my wife & I don't go out to the movies any more.
All the ads that you have to see before the trailers and movie.
If I want to see that I'll stay home and watch , is FREE not $10.00 each. Encinitas AMC you suck. La Costa Ultra Star You Suck.
Going out to see a movie is a RIP OFF!!!!!!!!!!!!
 

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Posted by Barry Martin (Member # 1376) on 01-03-2005, 09:32 PM:
 
Roger, don't hold back, make sure they know how you REALLY feel.
 

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Posted by Mike Blakesley (Member # 26) on 01-03-2005, 09:43 PM:
 
TV is not free. They cost, like, $450 for a decent one. You could buy 66 average priced movie tickets for that. You're also probably paying for cable or satellite. How much is that?

Seriously, these people who say they've stopped going to the movies because of the ads are just being dumb. Advertising is a necessary evil these days. You can't go anywhere else (including for a fee) without being advertised at, so why should theatres have to feel bad about selling ads?

Theatre ads don't interrupt the movie, after all. When they stop the film after the third reel to run ads, THAT'S the time to stop going to the theatre. (Although many people would welcome the bathroom break.)
 

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Posted by William Hooper (Member # 71) on 01-04-2005, 03:16 AM:
 
Roger is telling you how he feels. It's the discrepancy between what is expected & desired in taking a break from any real world "neccessary evil" in escapist recreation & what the theatre is willing to offer. Put another way, if he's saying "That's what I want", he's getting "That's not what II'm offerng", & he replies Then I don' want it", it's not logical to berate him for not accepting something he doesn't want or like.

"All the shrimp alfredo comes with broccoli! You find it everywhere! You can't just say you'll stay home & cook something you like instead! EAT THE SHRIMP ALFREDO THAT'S PUT IN FRONT OF YOU!"

The man's grown. He knows he doesn't have to put up with that.
 

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Posted by Evans A Criswell (Member # 381) on 01-06-2005, 02:32 PM:
 
About the advertising in theatres -- I think it's greatly decreased my desire to go to the movies. I've seen fewer movies this year than years before, and find myself waiting for them to come out on DVD rather than seeing them in the theatre. I've actually debated whether to discontinue the presentation quality reviews on my hsvmovies.com web site because if this trend continues, I won't be visiting the theatres enough to rate them reliably.

This started in October 2003 when instead of 0 to 4 commercials being shown before the previews, 9 or 10 or more began being shown. This seriously "cheapened" the theatre experience. In 2004, Regal started having the "Regal 20" at the Hollywood 18. No longer was it worthwhile to show up to the theatre early and sit and talk to your friends before the show. Now, that time is filled with loud, obnoxious material shown on what amounts to a big-screen TV. Try sitting less than one screen-height from the screen with this system in place. It's awful.

I've enjoyed watching movies in theatres for years, but now, if the theatre companies are trying to make the theatre more like TV, why not just use DVDs and use my own wide-screen TV?

I was a dedicated movie-goer, and if they make me not as eager to go, think of what it's doing to others? The teenagers probably won't mind, and in a few years, the teenagers who were raised seeing lots of commercials in theatres will be make up the largest part of the movie-going public. They're changing their target audience, just like the TV networks have done during the past few years (driving away all of the old, more intelligent, demanding viewers and aiming for the double-digit IQ ones).
 

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Posted by Mike Blakesley (Member # 26) on 01-06-2005, 03:29 PM:
 
Are you sure it's the ads, or is it the knowledge that the DVD will come out in 3 months or less? That's going to screw us more than ads will, in my opinion. Eventually they'll be using the same ad campaign for both: "IN THEATRES THIS CHRISTMAS, AND COMING TO DVD JANUARY 30!"

I'm not trying to defend ads here, because I don't like them either....but I understand their place in the economic picture for theatres. I agree that anything more than 3 or 4 ads would border on offensive however. Good grief, half an hour of ads shown 4 or 5 times in a day...you could fit another show into that amount of time in many cases!
 

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Posted by Kurt Zupin (Member # 2751) on 01-06-2005, 04:52 PM:
 
I'm sure most of us if not all are running Screen Vision ads before your feature. The last flight we had was a long one, PG-13 was I think 3 and half to 4 minutes long. Is that a little excessive yes...but I can deal with it for the peer enjoyment of seeing a movie when it first comes out on the biggest screen I can find. The new flight that starts tomorrow is .45 seconds for G and PG and a minute and 20 I think for PG-13 and R. If you truly enjoy movies on the big screen you are going to sit and watch the screen vision ads.

As far as Digital Slides in between shows is concerned. Goodrich Quality theaters has its own ad department and to be honest most of our ads are walkin's. They come in and ask how do I advertise on the big screen...we give them a packet and a card. Two-Three weeks later there's usually an ad on the screen. I personally don't care for Digital slides, but if you don't like them and you know there played before the film then show up only a few minutes before start time.

Kurt
 

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