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" Despite criticism, the trend is only likely to accelerate That building spree forced 12 chains into bankruptcy and sparked a consolidation that left three large chains dominating the industry Industry executives, meanwhile, said they are sensitive to the dangers of pushing too much advertising on audiences The movie-screen ad industry grew 20 percent last year and will grow by 30 percent this year and into the foreseeable future, said Matthew Kearney, president of the Cinema Advertising Council, a group formed to promote in-theater ads "If you're an advertiser, that's something that makes you stand up and take notice Advertisers also are looking for more ways to get their message in front of consumers "If we did it poorly or we did too much of it, we would scare away customers Nearly 70 percent of the U Regal CineMedia Corp also will market the network to attract business meetings to its theaters and to show pay-per-view events, including concerts Theaters Hope Customers Will Sit for Ads Mar 2, 11:23 PM EST Talk show host Jay Leno can be seen on the big screen this month, not in a new movie but in a three-minute short film that serves as a commercial for his "Tonight Show Loews dismissed the lawsuit "ludicrous Regal has 2,000 screens equipped with the projectors and plans to double that by year's end "People are there because they like movies and like entertainment," said Brad Siegel, president of Turner Entertainment Networks, which recently signed a deal to produce programs and commercials for Regal cinemas The suit claims the practice is deceptive because it delays the advertised start of the film Regal has created a 20-minute block of programming called "The 2wenty" and signed deals with Turner, NBC, Vivendi Universal Entertainment and others "Our goal is to create a pre-show program customers actually like," said Kurt Hall, Regal CineMedia's chief executive officer " Last month, a Chicago English teacher filed a lawsuit against Loews Cineplex for showing advertising after the lights go down The program is shown in the 20 minutes before a film's scheduled start Across the country, theaters are revolutionizing what they show customers before the start of a movie, replacing decades-old static slide shows advertising local businesses with digital projectors showing short films and national advertising spots " population goes through their doors in a year," said Kavir Dhar, an analyst for Jefferies and Company "My concern would have been a lot of people look at a theater as a sanctuary from advertising," Dhar said The business's cyclical nature, however, has forced theater owners to seek new ways to make money, including selling more commercials and using theaters for corporate meetings and pay-per-view events Industry-sponsore d research suggests that in-theater advertising has a much higher recall rate than television commercials "We think they are more open to our messages A proliferation of broadcast and cable channels has splintered audiences, and new recording devices allow people to skip commercials " While such advertising has been commonplace in European theaters for years, Regal and other chains run the risk of angering moviegoers by showing too many commercials " The most ambitious effort is being undertaken by Regal Entertainment Group, the company formed last year from the consolidation of Regal Cinemas, Edwards Theaters and United Artists Theaters " Regal's new pre-show received mixed reviews during a recent matinee of "About Schmidt" at a United Artists theater in Pasadena In 2002, the industry saw its best box office year since 1957, success that's expected to continue this year with the release of several expected blockbusters, including two "Matrix" sequels, "Terminator 3" and the last installment in the "Lord of the Rings" trilogy "As a consumer, you can elect to come to the theater later, but what is the trade off? You might not get the best seat The trend comes as the industry recovers from a decade of ambitious building plans that left theater chains with a glut of screens and a load of debt incurred from building state-of-the-art stadium seating movie houses "From Regal's perspective, they have an attendance level of 200 million plus " The film features Leno as a hooded, unshaven maniac who beheads his guests and is part of a 20-minute block of commercials and programs that theater-owner Regal Entertainment hopes will grab their audiences' attention without angering them Last year, Regal formed a new division to create a nationwide digital network that can be used to beam advertisements to theater screens as well as newly-installed flat-panel screens in theater lobby "Now we're getting it double Finding other ways to supplement that revenue base so we can keep ticket prices affordable is an important part of the business plan of our members," said John Fithian, president of the National Association of Theater Owners "On average, we operate on slim margins S "That's why we come to a theater, so we wouldn't see advertising," said Bob Morales of Pasadena The suit, which is pending and seeks class-action status, asks that theaters state films' actual start times in their advertisements or pay up to $75 per patron as "lost time" damages Brosnan is deeply committed to his family and the environment," said Green-i President Rolf Wicklund " The site highlights Brosnan's films, dozens of his paintings, his Irish DreamTime production company and the Official Pierce Brosnan Fan Club Actor Brosnan's Official Site Launched Mar 27, 6:47 PM EST The name is com â€â€? PierceBrosnan Brosnan won a legal battle to claim the Internet domain name after United Nations arbitrators ruled in his favor over a notorious "cybersquatter "We worked closely with him throughout the development of this site, and it is our hope that we have successfully captured the many facets of this extraordinary man com The official Web site of Pierce Brosnan â€â€? Agent 007 â€â€? is up and running, and for fans of the actor, it offers a unique peek into his life and passions The Web site, launched by Green-i Software and Solutions, examines Brosnan as an actor, artist and environmental activist "In his films he may be larger than life, but in real life Mr " |
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