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Author: | Neuborne, E. |
Title: | Saturday night at the ads |
Journal: | Business Week
1997 : SEP 15, VOL. 3428:858, p. 73-74 |
Index terms: | MARKETING COMMERCIAL VEHICLES INDUSTRY ECONOMICS |
Language: | eng |
Abstract: | Coming soon to a theater near you: on-screen ads. Lots of them. After filling theaters with trial ads this summer, more retailers and marketers than ever are making plans for big-screen ad campaigns. Although some movie studios - notably Walt Disney Co. - refuse to allow ads to be shown before their films, opposition to the trend is starting to soften. The lure of easy income for theater owners threatens to make pre-movie commercials as commonplace as coming attractions. |
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