In-theater Boozing Paying Off

Over the past year, movie theaters in the U.S. earned $540 million from
on-screen advertising shown prior to movie screenings, according to the
accounting firm Miller, Kaplan, Arase & Co. and released by the Cinema
Advertising Council on Friday. The figure is up 18.5 percent from the $455.7
million earned a year earlier. CAC chief Stu Ballatt said that currently 74
percent of the total comes from national and regional advertisers, although
theaters are now targeting more local advertisers, since digital production
technology and digital projection now permit ads to be produced and screened
relatively cheaply.

16/06/2008

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