owners were happy to run the advertisements for upcoming movies on
the understanding that they drove box-office receipts and concession
stand sales. Studios paid to make the trailers and cinemas screened
them. Each movie came with two coming attractions attached, while
other trailers ran at the discretion of the theatre � often as a
result of lobbying by Hollywood marketers.
But theatre owners,
realizing the value of having Hollywood�s target audience already in
the theatre, have begun charging movie companies to run their
trailers. Now major studios are forging marketing partnerships with
theatres, in deals that cost $3 million to $6 million. The
transactions include benefits such as special advertising in lobbies
and on popcorn bags, along with preferential theatre placement.
doesn�t always change hands. One studio spends heavily advertising
on the theatre chain�s website with the expectation its trailers
will be treated better as a result.