In-theater ads give marketers the kind of captive audience that is no longer guaranteed by television, according to EPM Communications, New York, NY. Recently, a concerted effort by major movie theater chains, including Loews Cineplex Entertainment and Regal Entertainment Group, have tied on-screen advertisers to off-screen promotions. Researchers said an emphasis on finding unique and entertaining ways to present on-screen ads may help make the concept more palatable to audiences. Meanwhile, new digital technology will offer a more flexible, less costly way for advertisers to implement national ad campaigns than the current system.
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