Advertising in movie theaters: As a sore point among filmgoers, it’s up there with high-priced concessions and formulaic fare.
Yet Landmark Theatres, a leading art-house circuit, is braving the critics by signing a deal with a carmaker for a series of projects it bills as “sponsored entertainment.”
In Denver, Landmark operates the Mayan, Chez Artiste and Esquire theaters.
Landmark has contracted with Ford Motor Co.’s Mercury division to sponsor a series of projects and events related to independent film over a two-year period.
Starting in October, the theaters will present preshow “making of” featurettes and interviews with directors, and the carmaker might even arrange to admit patrons for free.
Whether it’s a much-needed infusion of cash into the art- house world or an intrusion into the moviegoing experience remains to be seen.
The issue is, unquestionably, a hot one.
Advertisers are placing their bets on theaters and movie- product placement, now that TV commercials can be zapped by TiVo or muted via remote control. And some patrons are already up in arms over the proliferation of ads.
The website Didntialreadypayforthismovie.com is calling for boycotts of products advertised, while Captive Motion Picture Audience of America and BadAds.org provide links with major media outlets, theater chains and the “offending” advertisers.
A class-action suit was filed against Loews Cineplex Entertainment Group, which subsequently announced it would publish the actual times movies begin in addition to the start time of preshow material.
Legislators in Connecticut, Illinois and New York have introduced bills to make it mandatory.
That’s good news to Los Angeles resident Lloyd Prell, 76, who recently sat through 20 minutes of commercials at the AMC Century City 14.
“The show started at 5:05 instead of 4:35, which is taking advantage of a captive audience,” he said. “Still, if Mercury presents material of interest to the public and does it in good taste, I’d be open. That’s not violating my theatrical space.”
Sean Overland, who works for a litigation consulting firm, is skeptical.
The independent film audience is discriminating, he says, a “smart, media-savvy group” wedded to the classic movie going experience.
“Mercury’s going to have to walk a fine line not to turn off the very people it wants to attract,” said Overland, 32, who frequents Landmark cinemas. “We’re watching with a fatalistic helplessness as culture dies before our eyes. If Mercury wants to send a message to the audience, it should pick up part of the tab. TV is free because advertisers pick up the cost, but, last I looked, no movie tickets are discounted.”
Representatives of the carmaker acknowledged the deal is a “balancing act.”
Still, the payoff is worth it, they say. Some people associate the brand with their grandfather’s Mercury Marquis, explains Lincoln Mercury marketing executive Linda Perry-Lube. But the company is seeking a younger, more sophisticated demographic.
“We’re relaunching the Mercury brand for the quirkier customer who’s seeking something different – the sensibility reflected in independent film,” Perry- Lube said. “And Landmark is in our strongest markets, the Northeast and West. We’re doing a slow dance, making sure that what we do is relevant and engaging rather than off- putting.”
