Frequently Asked Questions

Why is this a big deal? I don't really mind the commercials.
The issue with TV-commercials played before movies is three fold;

• The audience paid to see the movie, not the commercials. The business model of other media like television, radio and magazines is based on ad revenue; the business model for theaters is based primarily on concessions, and has been for the last 100 or so years. Books, CDs, DVDs and similar media generally do not carry ads because that is not their business model. If you buy a CD, you paid for music, not for advertising.
  
• The commercials are being played to a truly "captive audience" on an unfair playing field. The majority of people arrive early to a movie to get good seats, and advertisers count on that. The commercials are played on giant screens, in the dark, with full surround sound. There's no mute button, no changing channel, and no leaving for a snack when you know the movie will start in a few minutes.
  
• It may just be subconscious to many, but these commercials do detract from the escapism of the movie you are there to see. The movie theater is one of the last refuges from the barrage of advertising seen in the outside world. Imagine being subjected to an SUV ad two minutes from the start of a film like Schindler's List. Would that have an effect on your perception of the film?

How is this any different than TV commercials?
Television ads are passive. With TV we can change channels or mute commercials. We can't do that with movies. We literally have no choice but to watch or listen. And TV is free. If these commercials become standard practice in the movie industry, the only difference between a television and a movie theater will be the size of the screen, and the admission price.

Cable and Satellite TV isn't free. We pay for these services, and they have commercials. What's up with that?
Garbage collectors don't try to sell us skin care products, they just take our garbage. Electric companies don't try to sell us soap, they just bring us electricity. Likewise, we pay for the cable and satellite service to bring us channels through their systems similar to a utility. The commercials we see on cable TV, for the most part, support the channels themselves rather than the cable operator. Cable and satellite providers operate on a business model based primarily on service rather than ad sales.

Movie theaters have brought us movies for years without the need for invasive commercial advertising. We believe that theaters could develop other methods to generate revenue that would benefit their customers rather than potentially drive them away.

Don't commercials make movie ticket prices less expensive?
Movie ticket prices have risen steadily, and will continue to rise despite advertising revenues. AP reports that the average 2004 ticket price in the US was $6.22, a 3% increase over 2003's average of $6.03. And 2003 saw a 3.8% increase from 2002's average of $5.80. These increases have led to record revenues for the movie industry, despite declining attendance.

Commercials pad the theater company's bottom line and do nothing to reduce ticket or concessions prices. For the opening weeks of a film, the majority of the ticket money goes to the studios rather than the theater operators. Theaters make most of their money on concessions, which is why a soft drink can cost $5. That soft drink will still cost $5 despite the commercials. Even if theater chains sold a large popcorn and soft-drink to everyone that walked in, they'd still try to push ads.

Regal now has shareholders to cater to who want to see growth. Since over-construction of multiplexes led to Regal's bankruptcy in 2001, they're likely going to add more commercials, more often. Many other chains are also showing these ads. The only way to have the ads removed is for the audience to communicate their dissatisfaction.

Aren't movie previews, or trailers, commercials too?
It's widely understood that if we're at a movie, we will likely be interested in other movies. Previews have also been part of movies in the United States since 1912, so they're not going away. Movie trailers promote the motion picture business, not cars and military service.

How about those slide shows when you walk in, or the music with the ads mixed in?
Most of these forms of advertising are passive rather pre-movie commercials which are more invasive. In a theater setting, you have the choice to ignore a side show or soft music, but that's not so easy in a darkened theater with a pop singer, larger than life and in full stereo surround sound, singing and dancing for a soft drink company.

Advertising is nearly everywhere already, but the line between passive and invasive marketing has to be drawn. If a stand isn't taken now, we could see a giant car commercial right before a Broadway play. We could see a soft drink ad just before the start of The Nutcracker. Maybe a 30 second software company commercial before we hear a dial tone when making a phone call?

Impossible? The recognized term for the proliferation of advertising in all aspects of life is called "ad creep". Isn't it possible that if advertising becomes accepted in another non-traditional situation, it will spread elsewhere?

What about product placement in the movies themselves?
Product placement within movies is a separate issue. By-and-large, this practice falls into the category of passive advertising, provided that placement adds to the believability of the film (Austin Powers and James Bond being notable exceptions, making their product placement blatantly obvious).

It is realistic to think that Mattel will make a hover board that Marty McFly will use in the future. But why be subjected to a 30 second Mattel commercial before a movie that completely distracts from why we're there in the first place...to get lost in a story.

I think magazine ads are distracting and waste my time too, but I don't boycott magazines.
The business model for magazines and newspapers is based on advertisement sales. The business model for movie theaters is not ad-based. Magazines and newspapers need advertising to support them, and also have a newsstand price to help with the costs of printing. Without advertising, that $4 magazine would likely cost over $10.

Advertisements in magazines can be distracting, but a half page tampon ad in a woman's magazine doesn't take up your entire field of view, blast music at you, and hold you hostage for 30 seconds and then turn the page for the 30 second skin cream ad.

Many movie theaters currently show 20-30 minutes of commercials and trailers before the start of a film.

Is the CMPAA against all forms of advertising?
The CMPAA is not anti-advertising. Corporate sponsorship and advertising is an important source of funding that often subsidizes or entirely supports arts and entertainment including television, theater, radio, magazines, sports, and yes, even movies. Pre-movie slide shows, pre-movie radio play, ads on popcorn containers, movie posters, trailers…these have all been part of movies for some time and we have no complaints against them.

Our position is that advertising and marketing techniques can be powerful tools that carry with them certain responsibilities. We are convinced that the problem runs deeper than a couple of ads on the screen. TV-like commercials before movies take advertising in the wrong direction.

None of us are immune to marketing messages. Mass communication and marketing are considered specialized psychological sciences. Is it fair that companies can play psychological warfare to an audience unable to tune it out their messages short of closing our eyes and putting our hands over our ears?

It is not our goal to tear down the theater establishment, or the advertising industry. Both have key roles in our society. But so much focus has been placed on responsibility for the content of advertising, we believe the method of delivery also requires some attention as well.

Because movies are like no other medium, advertisers should be careful about carrying on invasive advertising practices on an unfair playing field. If ads of this nature are allowed to continue unchallenged, advertisers get the message that anything is fair game.

OK, you've made your point. Now what can I do about it?
Here are a few suggestions. You don't have to do everything here, but every little bit helps.

Go to the top and hit 'em in the wallet!
Contact the owners of the theaters in your area (usually their corporate headquarters) to express your dislike of pre-movie commercials. Let them know that you will take your money elsewhere if these invasive advertising practices continue.

Support commercial-free theaters.
Try to find other theaters in your area that do not play commercials before movies. This can be a difficult task in some areas monopolized by the larger theater chains. A partial list of non-commercial playing theaters is available at Shiny Blue Grasshopper. If you know other theaters in your area that do not show these commercials, contact Shiny Blue Grasshopper with their names and locations.

Invasive advertisers...shame on you.
While attending a movie, make a note of the companies that place these TV-like commercials on movie screens. Contact them explaining that you don’t appreciate being held captive to their unwanted messages and you will avoid their products and services until they discontinue these practices. A partial list is available on here, and at didntialreadypayforthismovie.com.

Contact us to let us know of other theater chains that run these types of commercials, or which companies or organizations advertise using pre-movie commercials.

NEW - Reserve your seat.
If you just can't avoid going to a theater that plays these ads, now you can at least side-step the ads while saving your seat.
1. Print out some CMPAA Reserved signs, or make your own.
2. Attach it to your chair during the commercials.
3. Grab a snack, or use the bathroom, or talk with your friends in the lobby.
4. Come back to your seat when the trailers or movie starts.

Add your name to the huddled masses, yearning to breathe commercial-free.
Sign the online petition, asking the theater chains to discontinue these invasive advertising practices. The petition will ask for your name, e-mail address, city and state. Only your name, city and state will appear on the petition. This information is required so Regal knows how many people in their target market areas care about this issue. You are welcome to sign the petition even if you've never been to a Regal cinemas and wish to discourage this form of invasive advertising at your local theaters.

Blow off some steam.
If you do attend a film forget your 'reserved' sign, shout out "No Commercials!", or something more witty. Make your voice heard...literally!

You can also ask to speak to the theater manager and voice your opinion. No need for a tirade, just make your dissatisfaction known. However, a letter or call to corporate HQ will likely be more effective.

Join the CMPAA mailing list.

Tell a friend about www.captiveaudience.org.

Thank you for your support. Please send any comments, suggestions, or corrections.

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