November 17th, 2004

Moviegoers Say Pre-Movie Commercials May Keep Them From the Theater

By InsightExpress

According to a recent survey of 500 American moviegoers, conducted online by professional research firm InsightExpress, nearly all consumers (91%) notice commercial advertisements (like those shown on television) shown in the movie theater. More than half of moviegoers (53%) say cinemas should stop this practice.

More than a quarter (27%) of consumers say the showing of commercials at the movies will lead them to decrease the number of trips they take to the theater.  To reduce negative reactions, moviegoers have suggestions for making these types of ads more acceptable and enjoyable including making them funny, new, and of higher quality.

Preferred Attributes of Cinema Ads—American Moviegoers Agreeing
Fresh, never seen before on T.V.—39%
‘Super Bowl’ quality—32%
Produced especially for the movie screen—32%
New product introductions—30%
Tells a story—24%
Features music—23%

“Consumers expect to be entertained at the movies and not exposed to the same types of ads they see regularly on television,” said Lee Smith, president and COO of InsightExpress. “Advertisers who take the time to understand moviegoers’ wants and needs will be able to produce more compelling and well received advertisements for this captive audience.”

Participants, consisting of 500 online Americans were randomly recruited online using InsightExpress’ patent-pending e-RDD methodology. The survey was created, distributed, and tabulated in less than 24 hours. The data has a tolerance of +/- 4.4%.

About InsightExpress
InsightExpress is the acknowledged pioneer of rapid turnaround, high-quality, online market research services. With its award-winning and patented technology, market research expertise, and access to more than 100 million online individuals, InsightExpress enables its clients to easily harness market research to make the right business decision in real-time. InsightExpress is affiliated with General Atlantic Partners. Visit us on the Web at or call 203-359-4174.


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