General News

Movie theater ad revenue soars overseas

Aug 24, 2001 | 3:38pm EDT

Although traditional print and broadcast media have seen a precipitous decline in ad revenue in most countries this year, in-theater advertising spending has risen 54 percent in Britain alone during the first half and similar ad growth is being reported on the continent as well, the Wall Street Journal reported today (Friday). Mark Priestley, who heads the cinema department for media buyers Carat in the U.K., told the WSJ: "Cinema is on a roll. ... and its success this year is really continuing a momentum that started 21 months ago." Although ad buyers pay about twice the cost-per-thousand tab charged by television, Priestley noted, ad buyers are willing to foot that bill because studies show that audiences pay more attention to the ads and remember them longer when they are part of a captive audience.

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