No Zapping These Commercials

Movie theaters have always been entertainment sanctuaries: dark rooms, comfy chairs, a cozy environment devoid of annoying commercials. Oops! Scratch the part about the commercials. Premovie ads, which used to draw boos when one or two would pop up before the coming attractions, seem to be multiplying by the week. National Cinema Network, a company that places commercials on a third of U.S. movie screens, reports a 48% increase in prefilm-commercial sales over the past year. The ads, which run from 15 to 90 seconds, are the current darlings of the ad world, in part because they seem to sink in....

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