DIARY: RANT

I was interested to read Carlton Screen Advertising’s assertion

that cinema ads lift fmcg sales (Media Business, 15 November). Although

there is doubtless a grain of truth in the survey (ie. ads help sell

stuff), I find it hard to believe that cinema ads are really that

effective.

I’m not involved in planning or buying cinema; I speak purely from the

standpoint of a regular cinema-goer who has had plenty of opportunity to

study the behaviour of audiences.

And basically, nobody turns up for the ads. They don’t even get there

for the trailers. In fact, in your average multiplex nobody seems to

turn up until well after the movie’s opening credits. How many times

have you been forced to stand as a horde of latecomers trudge in,

breathing lager over you, standing on your feet and knocking over your

fizzy drink?

In a way, I don’t blame them. Who wants to sit through a load of blurry,

blown-up versions of ancient TV ads? Nobody pays them any attention.

They’re too busy screeching into their mobile phones or rooting around

in their popcorn.

Ah, popcorn. Can someone tell me who the hell decided to take the

noisiest, most disgusting-smelling snack in the world, and then sell it

cinema foyers?

I realise this has nothing to do with the point of my rant.

I just fucking hate the stuff.

Got something to rant about? Call 0208-267 4702 or e-mail

mark.tungate@haynet.com.