Come Early and Enjoy the (Pre-)Show: Screenvision and the Growth of Cinema Advertising
2013; Taylor & Francis; Volume: 31; Issue: 2 Linguagem: Inglês
10.1080/10509208.2011.606409
ISSN1543-5326
Autores Tópico(s)Cinema and Media Studies
ResumoClick to increase image sizeClick to decrease image size Notes 1. After a high of 1.57 billion admissions in the U.S. and Canada in 2002, attendance at movie theaters has dropped significantly over the last decade. In 2010, the number of admissions was only 1.34 billion, a 5% drop from 2009, and tying 2008 for the lowest number of admissions in the last decade (“Theatrical Market Statistics 2010”). 2. Although exact figures comparing revenues from concessions, ticket sales, and advertising are unavailable, Regal Cinema's revenue breakdown from 2004 gives an indication of the differences between the three areas. In that year, ticket sales amounted to $1.66 billion for the chain; concession sales totaled $636 million; and its advertising unit brought in $99.9 million in revenues (Snyder). Clearly, cinema advertising is a distant third in terms of the chain's revenues. 3. The case was thrown out by a judge and was awaiting the appeal process when Loews Cineplex announced in 2005 that it would put a disclaimer in newspaper ads stressing that the film started fifteen to twenty minutes after the posted time. 4. While the U.S. television industry was in large part supported through advertising from the very beginning, European television stations and channels relied more on public funding via the state and had little to no advertising as the medium initially developed. 5. Another cinema advertising firm, Cinemavision, also was initiated in 1977, but was out of business within a year. Its demise was, in part, due to the higher rates it charged advertisers than Screenvision. The company also had contracts with alcohol and cigarette companies, which many theater owners and chains did not want advertising in their theaters. Finally, Cinemavision failed to build up relationships with major chains as Screenvision did in its initial year (Rotzoll, 74–76). 6. Although Warner Bros. announced the no cinema advertising policy after Disney did in 1990, it had included a clause in many of its contracts with theaters for several years that its releases could not have advertising shown beforehand. For example, Warner Bros.’ release of Superman in 1978 carried such a clause (see Rotzoll, 76; Lev).
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