In-Theatre Advertising And Promotion Increases By 244 Percent
United Artists Theatre Circuit, Inc. (UATC) today announced it has increased in-theatre advertising and promotional revenues by more than 244 percent through June 1999 over the same period last year. Kim Wermuth, Director of Sales, stated that, ""United Artists has continued to see an increase in revenues due to in-theatre advertising and promotion since bringing the management and direction of the department back in house fifteen months ago."" Now the agency or advertiser can come directly to United Artists to discuss their advertising needs. On-screen advertising is a non-traditional form of advertising that allows advertisers the ability to get their message and product in the hands of nearly 90 million movie-going patrons annually. There are several advertising vehicles available at UATC theatres, including the Pre-Feature Slide program, :30 and :60 Commercials, Music Program, Lobby Video Wall, Box Office Couponing, Sampling, and Lobby presence, including lobby standees, counter cards, banners, and product displays etc. The most popular vehicle in the last six months has been the on-screen :30 and :60 commercials. Because of only a limited amount of commercials available, this program sells out nationally every month. Wermuth explained: ""We only allow three minutes worth of commercials at any given time. Because of the limited availability, several advertisers have entered into annual contracts in order to guarantee space. Theatre advertising is available on a local, regional and national basis. Using theatres to promote a product or service is a natural. Advertisers like the environment because we draw impactful demographics and our clientele is relaxed and receptive."" Research shows that movie viewers are three times more likely to remember an advertisement they have seen in the theatre as compared to television. United Artists is also looking to develop long-term strategic alliances with organizations that can provide an added benefit to their consumers. UATC currently has a relationship with Discover as the credit card of choice and is in discussions with several telecommunications companies regarding similar partnership opportunities. Wermuth elaborated: ""Our next focus is to solicit a sponsor for our :60 policy trailer. This will be a great way for an advertiser to reach the movie-going public all year long with the guarantee of product exclusivity and the ability to rotate their messages."" About United Artists United Artists Theatre Circuit, Inc. is a leading motion picture exhibitor in North America and, in the United States, operates 2,129 screens at 309 theatres located in 23 states. The company licenses films from all major and substantially all independent film distributors and derives revenues primarily from theatre admissions and concession sales. Further information is available at www.uatc.com.