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This topic comprises 2 pages: 1 2
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Topic: First hardlocks and now ads
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Frank Angel
Film God
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Posts: 5305
From: Brooklyn NY USA
Registered: Dec 1999
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posted 02-23-2002 05:26 PM
Guys, I read that memo from Disney corporate headquarters and if you read it carefully, the first two paragraphs was about how Disney didn't what the experience of their films to be marred by ads, blah blah, blah. They made it sound very altruistic and as I read, I said, good for them; ads should be banned from all film showings. Then I read further....the letter went on to say that the exhibitor was profiting from Disney's ability to draw in an audience by selling ads for those ticket numbers. They finished up by saying, if the exhibitor was willing to SPLIT THE AD REVENUE with Disney, that would be a different story! So, yah, they don't want ads to play before their titles, that is unless they get a CUT! So much for altruism. So they huffed and they puffed but finally found a way to do the very thing they said ruined the film experience for the audience; and now place their own ads....not if my splicer blade has anything to say about it.
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Randy Stankey
Film God
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Posts: 6539
From: Erie, Pennsylvania
Registered: Jun 99
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posted 02-23-2002 10:18 PM
As far as I'm concerned, anything that happens before that first preview trailer hits the screen (especially if the house lights are up) is the theatre's business and nobody else's.If I owned a theatre and I wanted to have dancing girls going up and down the aisles, that's MY business and nobody else's. Once that first preview hits the screen and the lights go down, that time belongs to the people who want to promote new, upcomming movies. Once the feature hits the screen and the lights to out, that time belongs to the distributor of the movie. Once the movie ends and the lights come back up, that's MY time again. Disney/BV wouldn't get much ad revenue at all if they tried to push the issue. If I have 14 screens and only 2 of them have Disney/BV films, then they only have 1/7 of the screens. If they split that 50/50, then they only get 1/14. It would cost them more in legal fees to fight it than they might make on such a deal. (opinion)
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Frank Angel
Film God
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Posts: 5305
From: Brooklyn NY USA
Registered: Dec 1999
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posted 02-24-2002 11:18 AM
Randy, I agree with you -- Disney isn't going to press the issue, probably because it wouldn't be worth the court costs, plus, the studios already lost big-time with that same arguement when they tried to get a cut of concession sales -- "no one is coming into your theatre to buy popcorn -- they are only there because they want to see our movie." And I really like the idea of the dancing girls in the isles. I am old enough to remember that the theatres in Times Square all had concession girls who walked up and down the isles selling popcorn, candy and ice cream bars. Those were the days, my friends. And just for the record, I have no problem with studios promoting their up coming product via trailers. I think trailers are a totally acceptable form of advertising because they are movie-related and audiences have been seeing them since before the world was created so there is no aesthetic objection to them (although I don't think they played ANYTHING before roadshow engagements, which says something about aesthetics). But all other ads, no matter how they dress them up to look "movie-like" rather than "tv ad-like," have no place on my screen. If the producer is so hot on selling ads, then work for it --go out and negotiate placements and work them unobtrusively into the body of the film. Don't take the easy way out and expect me to compromise my presentation and alienate my audience. And no, even after the lights go out, my theatre never "belongs" to the producer, the studio or the distributor (eventhough their cut of the ticket sales may indicate otherwise). I don't get to tell them how to make their movies -- they don't get to tell me how to run my theatre.
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