Top > Business > 2006 > June > 2006-06-21

On-Screen Cinema Ad Revenues Up 20.6%

When it comes to movie theater advertisements, you might think that people waiting for a movie to start wouldn?t pay attention to on-screen ads before the previews and the movie itself, but you?d be wrong. According to the Cinema Advertising Council, in 2005 alone, the industry that focuses on on-screen advertisements saw profits go up by 20.6% to $528 million, a rise from $438 million in 2004. The kinds of advertisements that the industry produces range from watches being plugged by Robert DeNiro to Old Navy products, Coca-Cola and Pepsi ads, and much more.

The Cinema Advertising Council?s Robert E. Martin said "We have an audience that is paying attention, we have a screen that is enormous. From our standpoint, the issue is never to get the attention of the audience because we have the full attention of the audience. The issue has been to make sure the content is compelling to the movie-going experience.?

More specifically, actual on-screen advertisements made up the bulk of revenues for the industry, with $453 million dollars in 2005, a rise specific to that sector of the market of 21.2%. Off-screen advertisements in 2005, those in lobbies or other promotions at movie theaters, raked in revenues of $75.2 million, a rise for that specific area of the cinema advertising industry of 17.6% from 2004, off-screen revenues in 2004 were $64 million.