Agency: Leo Burnett London
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
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
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
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