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Next 3D frontier: Bigscreen ads

By November 4, 2009March 24th, 2020Newswires

Next 3D frontier: Bigscreen ads
Territories lining up spots for `Avatar`
by Ian Mundell

BRUSSELS — After a tentative start, Europe is embracing 3D in-theater advertising. Most territories are lining up 3D spots to catch the "Avatar" wave in December, with expectations of growth in 2010.

Some territories have embraced the potential of having cinema advertising match the films screening, while others have reservations. In the Netherlands, advertisers are unwilling to invest in the more costly format. And in Italy, ads are shown on different projectors from the main feature, and these are not 3D-ready.

Price is commonly mentioned as a barrier, with advertisers worried that 3D spots are expensive to produce, yet only play with a few films on a small proportion of screens.

"Our greatest challenge is to get advertisers (and media agencies) to understand that 3D productions are affordable," says Espen Strand Henriksen, marketing manager with Norway movie ad distribution company CAPA Kinoreklame.

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