Show Business: Next a Word ...

Paying for the ads

Sound the alarm and call out the guards! The local neighborhood theater may soon be showing commercials between features. Indeed, may already be. For the past month Screenvision, the U.S. subsidiary of a French company, has flashed 30-sec. ads, for Seiko watches and Chanel perfumes, on 1,800 screens across the country. Twelve hundred other theaters are now under contract, and Screenvision plans to expand the time slot for commercials to three minutes. A U.S. company, Cinemavision, claims to have signed up another 4,200 theaters for next year. If all...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!