Why I Do Not Like Advertising in the Cinema
Marcin Giżycki
mgizycki@hotmail.comPolish-Japanese Academy of Information Technology (Poland)
https://orcid.org/0000-0001-7525-0205
Abstract
The author wonders what is the purpose of displaying commercials in cinemas before the screenings, often for half an hour, when the research shows that most of the viewers either do not remember them or arrives purposefully late. According to researchers and critics, commercials are one of the reasons for systematic viewership in the cinema. Considering the prices of advertising in the cinema, at most screenings (except for blockbusters), one could stop charging for tickets, as the profit from the sale of tickets is only a small percentage of cinema advertising revenues. In this system, the movie becomes only a tool for advertisers. Art does not count. Artists have long noticed this, for example Richard Serra or Wim Wenders.
Keywords:
advertisements, cinema, Richard Serra, Wim WendersReferences
Robbins, R. H. Global Problems and the Culture of Capitalism,: Pearson Education, Inc., Boston-New York-San Francisco 2008.
Rotfeld, H. J. Movie theaters’ Suicide-by-Advertising with Income from Abusing Customers, „Journal of Consumer Marketing” 2006, nr 23, November.
Wenders, W. Emotion Pictures: Reflections on Cinema, Faber & Faber, London 1989.
Authors
Marcin Giżyckimgizycki@hotmail.com
Polish-Japanese Academy of Information Technology Poland
https://orcid.org/0000-0001-7525-0205
Film and art historian, critic, filmmaker. Professor at the Polish-Japanese Academy of Information Technology in Warsaw (Poland). Senior Lecturer at Rhode Island School of Design in Providence (USA). Artistic Director of “Animator” – International Animated Film Festival in Poznan (Poland). Former editor-in-chief of Animafilm – the ASIFA quarterly. He has published eight books and around 400 articles on film and art in Polish and foreign publications. He has also made a number of documentary, live action, experimental, and animated films in Poland and the USA. In 2016 he received the Award for the Outstanding Contribution to Animation Studies at Animafest, the World Festival of Animated Film in Zagreb (Croatia).
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