This story reminded me of the unpleasant ‘Clockwork Orange’ scene, where the guy has to watch the movie screen. At home, when the ads come up, I just walk away or do something else. But the cinema ads are surprisingly effective. If you watch enough movies, you probably know some of the regular ads by heart now. I know I do. And advertisers are finally taking notice.

Theater advertising saw a 18.5% gain in revenue in 2007. The big screen commercials brought in $540 million, up from $456 million in 2006. “More advertisers are using cinema more frequently, committing ad dollars ‘upfront’ for multiple flights as cinema has proven its value and efficiency as a sustaining medium,” Cinema Advertising Council head Stu Ballatt said. “Onscreen advertising combined with off-screen marketing in the theater can, literally, double or triple the impact a brand can make on the moviegoer.“

The figures also showed most viewers didn’t mind the ads before the movie. And I agree. It wouldn’t be the first time those ads saved me from missing the first ten minutes of the movie when I was late.