For Moviegoers, It's Saturday Night At The Ads

Like it or not, more movie theaters show commercials

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.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.