They’ve long been a fixture of going to the cinema, but could pre-show ads be on the cutting room floor?
Kristian Connelly fondly recalls the spine-tingling moment during childhood movie visits when the lights faded, the screen expanded, and the audience settled in for the trailers.with Bill Pullman and Helen Hunt, and they played the teaser for,” Connelly, chief executive of Cinema Nova in Melbourne’s Carlton, said.
Connelly, who regularly visits the US, said he too had noticed a shift there to extensive ads, though some independent cinema chains had eliminated them. With that in mind, Cinema Nova has reduced ads by a third, to around four minutes, with the rest of the 10-minute pre-show devoted to trailers. “I don’t think is going to bring more people to the cinema,” he said. “If anything, if we stopped advertising we’d have to put the ticket cost up, or we’d have to negotiate with the studios to give us a bigger share... which means less share to them … to moviemakers like Todd Phillips.”
But other independent theatres say they have already successfully cut back. Michael Smith, owner of the Sun Theatre in Melbourne’s Yarraville, said the venue doesn’t show any ads. Matthew Dunn, operations manager at Cinema Advertising Australia, which offers businesses on-screen advertising at a hyper-local level, at an average cost of around $400 a month, says ads still perform this important community service.
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