National CineMedia's Pre-Movie Show Goes Back to the Drawing Board

According to Ad Age, National CineMedia is retooling their pre-movie advertainment content to make it more appealing to cinema audiences. Up until now, the pre-show video entertainment has been a mix of studio promotional pieces and standard television-type advertisements. According to the company, it's a bit too commercial for cinema-goers:

National CineMedia executives claim that research shows 78 percent of moviegoers like the pre-show, but that it needs to become less marketing-driven and more inline with the trailers and feature film.

Basically, it looks like people have little little interest in watching the same boring ads they see at home on TV -- big surprise. Perhaps the higher cost of creating compelling theatrical adverts will slow in-theater advertising's rapid growth, which has been in excess of 20% a year as of late.


[Via Media Buyer Planner]