Carlton phases out old-fashioned local cinema advertising

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 05 December 1997 12:00AM

Local cinema commercials using cheesy stock footage, epitomised by curry house promotions, are due to be phased out by Carlton Screen Advertising.

Local cinema commercials using cheesy stock footage, epitomised by

curry house promotions, are due to be phased out by Carlton Screen

Advertising.



The 30-second ads, which have been running since the early 60s, feature

much-derided commercials, lasting 23 seconds, showing a range of local

businesses, such as florists, restaurants and carpet shops. Each client

then tacks on a personalised seven-second sell at the end, often simply

pointing out how close the shop is to the cinema.



However, following the rise of multiplexes across the UK, cinemas have

been adopting the US system of slide advertising. Local companies buy

single or multiple slides that carry an individualised picture and

information.



Adam Poulter, the managing director of CSA, said: ’The cost of producing

cinema is the problem. Finding a cost-efficient production mechanism for

local advertising is our way of providing an insurance policy for small

business.’



Peter Howard-Williams, the sales director at CSA’s main rival, Pearl &

Dean, outlined the benefits of the slide system: ’It’s cheaper and it’s

easier to remove slides if you are faced with bad debts.



You can also make more personalised ads. We have been using the slide

format for some time.



There is still a great deal of interest in local sales advertising.’



This article was first published on campaignlive.co.uk

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