Chains Experiment With Pre-Show Entertainment
An interesting report in the Washington Post examines trends in movie theater pre-show entertainment. Pre-show entertainment typically consists of slide-based advertisements shown prior to the beginning of a movie, while the audience is entering the auditorium.
But with the new digital projection systems, theaters are switching pre-shows to full-motion video that resembles television. The new systems seem to be a win for both advertisers and consumers:
“We have tried to be sensitive to the audience while they’re sitting there waiting for the movie to start,” said Kurt C. Hall, Regal’s co-chief executive. “We wanted to create something that’s entertaining and a heck of a lot better than what’s been in cinemas before. The static slides are primarily local and regional advertising and are pretty poorly done. They’re pretty boring, quite honestly. We’ve tried to upgrade that.”