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One of the main reasons people prefer to watch a movie in the multiplex or cinema hall instead of enjoying it in the comfort of their house are that most movies shown on TV have a large number of advertisements. The advertisements for Tv programs are usually shown every 5 minutes or even more frequently and this can be an irritating experience for the viewer, as there is a break in the continuity of the film. The TV channels are forced to show advertisements frequently to cover the huge amounts they have paid the film producer for the satellite rights for broadcasting the movies. The TV channels can charge their subscribers only a nominal amount every month or year unlike cinema halls/multiplexes, where the ticket prices covers the cost of acquiring the rights to the film from the films producers.
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At a movie theater the advertisements shown are usually before the beginning of the movie and during the interval , when most of the audience leaves the cinema hall for a break to have refreshments. The advertisements are usually trailers of the other films which will be released shortly or will be screened at the same movie theater in the next few weeks. Additionally in some theaters documentaries made by government agencies are screened along with the trailers to entertain the movie audience who have entered the theater early.
Since direct advertisements for products or services may result in loss of interest of the movie audience, more subtle methods are used to promote a product or service through a movie. Increasingly, product placement is used by major brands to reach a wider audience. The use of a branded product is integrated into the movie script, with prominent characters like the hero, heroine or villian shown as preferring to use a particular product. The movie producer is paid a fixed amount for promoting the particular brand in this manner.
Some prominent brands have gone a step further, sponsoring a movie as the cost of production of the movie is less than the cost of an advertising campaign run in different media outlets. A major car manufacturer recently sponsored a movie with the car brand name in the title, and the story of the movie, was about how a lost car was traced. The car brand got a lot of free publicity every time the movie was shown in the theater, when the movie was reviewed in newspapers, magazines and other media, and when it was broadcast on different TV channels.
Watching a movie in the theater may ensure that there are no movie ads, but there is always scope for product promotion.
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