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| | movies : ENTERTAINMENT WEEKLY |
 | | According to one leading cinema ad company, for example, frequent moviegoers are 30 percent more likely than the average American to have spent $300 or more on patio and lawn furniture in the past year, and 135 percent more likely to enjoy the occasional game of racquetball. |
 | | Since then, ad boosters have diligently worked to redefine on-screen advertising as ''preshow entertainment.'' Hence, we're barraged with movie-trivia games sponsored by magazines (EW, for instance) and soft-drink companies (''Seepin Leswys is Wesley Snipes scrambled—hmm, I'm craving a Coke''). |
 | | Confronted with such numbers, advertisers tout stats that cinema ads are six times more ''impactful'' than TV ads; of course, that could simply mean that, blown up to 40 feet and booming in surround sound, they're six times more irritating. |
| www.ew.com /ew/report/0,6115,1015170_1_0_,00.html (685 words) |
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