For Moviegoers, It's Saturday Night At The Ads
Coming soon to a theater near you: on-screen ads. Lots of them. After filling theaters with trial ads this summer, more retailers and marketers than ever are making plans for big-screen ad campaigns. Although some movie studios--notably Walt Disney Co.--refuse to allow ads to be shown before their films, opposition to the trend is starting to soften. The lure of easy income for theater owners threatens to make pre-movie commercials as commonplace as coming attractions.
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