How Are Pre-Movie Ads Selected in Movie Theaters?

The process of selecting ads to be shown before a movie in a movie theater involves a collaborative effort between theater chains, advertising agencies, and sometimes even film studios. This article will break down the key players and aspects involved in the selection of pre-movie ads, providing insight into the complex landscape of movie theater advertising.

The Role of Theater Chains

Major theater chains such as AMC, Regal, and Cinemark often have their own advertising departments that curate the content shown before films. These departments work to ensure that the ads are appropriate for the audience and align with the themes of the featured movie. Additionally, these chains may partner with advertising agencies to manage ad placements and negotiate deals with brands interested in promoting their commercial content in theaters.

Advertising Agencies

Advertising agencies play a significant role in managing ad placements and negotiating with brands. They work closely with theater chains to secure advertising slots for their clients. Ad agencies typically focus on targeting specific demographics to ensure that the ads are relevant to the audience watching the movie. For example, family-friendly films may feature ads for toys or other family-oriented products, while action-packed blockbuster films might be accompanied by ads for video games or car brands.

Target Audience Considerations

The selection of ads is often based on the target audience of the specific movie being shown. This audience-oriented approach ensures that the ads are relevant and engaging to the viewers. For instance, a film aimed at children might feature ads promoting family-friendly products, while a film aimed at adults might have more age-appropriate advertisements such as those for cigarettes or alcohol.

Local Advertisers

In addition to national brands, many movie theaters include local advertisements to promote businesses in the area. These local ads are particularly valuable to small businesses looking to reach a local audience. Local advertisers can include restaurants, retail stores, and other businesses that are relevant to the neighborhood around the theater.

Local Advertiser Inclusion

Local advertisers often pay a fee to have their ads shown in the theater. This revenue helps support the theater's operations and provides an additional stream of income. Many theaters offer multiple slots for local advertisers, allowing them to cost-effectively reach a targeted audience.

Content Regulations

Content shown in movie theaters before a film is subject to strict regulations and guidelines to ensure that it is appropriate for the audience in attendance. These regulations cover various aspects, including the type of content, language, and imagery. Ad agencies and theater managers must ensure that the selected ads comply with these guidelines, as any inappropriate content could lead to legal issues.

Pre-Movie Ad Market in the US

In the United States, the majority of pre-movie ad screenings are managed by National Cine Media (NCM) and Screen Vision. NCM, a company founded by Regal and AMC, handles approximately 85% of the screens in the US, while Screen Vision manages the remaining 15%. Both companies provide the services of securing ads and splitting the profits with the theater chains.

Studios and Mandatory Previews

On occasion, studios may require a specific preview to be displayed with a movie as part of their contract negotiations. This requirement ensures that the studio receives adequate promotion for their film and that the content aligns with their marketing strategy. For example, a studio might demand that a trailer for the next installment of a franchise be displayed before a particular film.

Technology and Playlists

With the shift to digital projection systems, it has become more feasible for theater chains to create and manage playlists for the pre-movie ads. Some chains are now making more pointed playlists, ensuring that the content is consistent and enhances the overall movie-watching experience. This approach allows theater managers to have more control over the advertising content and to better align it with the themes of the featured film.

Overall, the selection of pre-movie ads is a collaborative process that involves theater management, advertising agencies, and sometimes film studios. The goal is to provide a relevant and engaging advertising experience for the audience while generating revenue for the theater and its partners.

Conclusion

The process of selecting pre-movie ads is complex and multifaceted. It involves a variety of stakeholders working together to provide an advertising experience that is both engaging and appropriate for the audience. By understanding the roles and responsibilities of each party involved, theater managers and advertisers can ensure that the ads they select are effective and contribute to the overall success of the movie theater business.