Being subjected to advertising is just something we’ve come to expect in our daily routines, and for most of us, we’ve become so conditioned to various advertising methods that we don’t even think twice about it. There is nothing wrong with advertising in and of itself. It’s how we learn about products, services and entertainment. Advertising is also the big main source of revenue for things we hold dear like television and The Movie Blog (which is 100% funded by advertising), so I’m certainly never going to rail on the evils of advertising.

However, advertising in movie theaters is a topic that has been brought up here on The Movie Blog more than a few times, and a recent report by the Cinema Advertising Council in the New York Post begs us to once again revisit the issue. We’ve all figured that commercials playing in movie theaters was worth a lot of money… but did you realize its worth almost HALF A BILLION DOLLARS? The IMDB gives us this:

Revenue from in-theater advertising rose more than 15 percent to $456 million from $395 million a year ago… The Post quoted CAC Chairman Cliff Marks as expressing the belief that moviegoers are becoming “more accepting” of screen advertising. A recent Arbitron poll indicated that two-thirds of moviegoers “don’t mind” the ads.

Don’t mind the ads? DON’T MIND THE ADS???

First, I should mention here that I don’t mind the idea of movie theaters making money. It’s a business. They exist to make money, and if they can find new creative ways to generate money then I say more power to them. If they can come up with new ways to get my money while providing me with some new service or product that I’m willing to pay for… then good for them.

Second, there are types of advertising in movie theaters I “don’t mind”. For example, if the movie is supposed to start at 7pm and I get into my seat at 6:45pm, I really don’t mind commercials and ads being shown on the screen until showtime. I’m just sitting there anyway, it’s not taking away from my time since the show isn’t advertised to start for another 15 minutes… so really… showing ads in that vacuum is no skin off my nose, it gives me something to look at while I wait, and it generates some income for the theaters. GREAT! It’s a win/win for everyone.

But you don’t have to have a degree in advertising to know that the bulk of that $456 million in ad money doesn’t come from those “pre-show” commercials. Oh no no no no… most of that money comes from the ads I LOATHE. The commercials (not trailers… I like those) that they start playing at the time they advertised the MOVIE was supposed to start.

I’ve said this before, but it’s worth repeating.

– When you take my money for popcorn, at least I’m getting a tasty treat

– When you take my cash at the box office, I’m getting to come in to watch the movie

– When you take my time for commercials on TV, I’m getting a “free” TV show out of it

But what are we getting for our time with commercials in movie theaters? When the ad says “Movie starts at 7pm” and I’m in my seat (that I paid admission for) at 7pm, it’s time for you to start giving me what I paid you for… the movie. If you want to show me commercials, fine… give me the movie for free then.

The theater industry is pulling in RECORD amounts of income from those commercials, and unlike TV (where we get a free show), WE GET NOTHING IN RETURN FOR OUR TIME SITTING THERE WHEN THE MOVIE IS SUPPOSED TO START.

Movie theaters have in essence found the PERFECT advertising. Ads that take to audiences time, without giving them anything in return.

I don’t mind theaters making money off me when I get a product, service or entertainment in return… but commercials playing at 7pm when you told me the movie would be starting is doing nothing but STEALING my time. You are taking from me without giving anything in return. HOW IS THIS DIFFERENT FROM ONLINE MOVIE PIRACY!?!?

When we download a movie without giving the movie industry anything in return, they call that a crime (and it is). But when the industry takes our time (sometimes up to 15 or 20 minutes) without giving us anything for that time in return they call it “smart marketing”.

How about I start calling pirating movies “Smart Shopping”. Will piracy be considered ok then?

Remember, YOU ARE GOING TO DIE SOME DAY. That means time has value, and when anything else in life takes your time, you get compensated in one form or another. Let’s think of it this way.

TIME

I see approximately 8 films in theater each month. At about 15 minutes of commercials per film (remember, these are ads that begin to play at the movie advertised start time), I end up spending about 2 hours per month watching ads in theaters uncompensated. That’s 24 hours, or a full day of uncompensated ad watching in a year.

MONEY

I’m not a doctor or lawyer, so let’s say my time is worth a measly $20/hour. Since I spent about 24 hours watching uncompensated ads in theaters last year, I figure the movie industry owes me about $480 out of that Half Billion they made last year off my time. Seems fair.

The principle for piracy and time theft is the same. Taking an asset (a movie, or your time) without providing the due compensation for taking that asset. So where do we start the class action lawsuit?

If you tell me the movie starts at 7pm, then when I PAY YOU to get into the movies, there is an implied contract that you give me what I paid for… a movie at 7pm. When you instead put up 15-20 minutes of commercials at 7pm you are stealing my time, and also stealing MY SHARE OF THAT $456 MILLION you made off my time.

So the next time you’re pirating a movie (which is neither something I do nor endorse), let that ease your conscience, because although you’re stealing the $10 you would have paid in admission… they probably owe you about $150 for stolen ad time anyway.

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