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).
Statistics
Abstract views: 433PDF downloads: 210
License
Copyright (c) 2019 Kwartalnik Filmowy
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The author grants the publisher a royalty-free non-exclusive licence (CC BY 4.0) to use the article in Kwartalnik Filmowy, retains full copyright, and agrees to identify the work as first having been published in Kwartalnik Filmowy should it be published or used again (download licence agreement). The journal is published under the CC BY 4.0 licence. By submitting an article, the author agrees to make it available under this licence.
In issues from 105-106 (2019) to 119 (2022) all articles were published under the CC BY-NC-ND 4.0 licence. During this period the authors granted a royalty-free non-exclusive licence (CC BY-ND 4.0) to use their article in „Kwartalnik Filmowy”, retained full copyright, and agreed to identify the work as first having been published in our journal should it be published or used again.
Most read articles by the same author(s)
- Marcin Giżycki, „L’âge d’or” – the Masterpiece of Provocation , Kwartalnik Filmowy: No. 109 (2020): Architectural Space in Film
- Marcin Giżycki, The Revenge of Joker and Parasites , Kwartalnik Filmowy: No. 108 (2019): Film Production and Distribution
- Marcin Giżycki, Smartphone – The Triumph of Eisenstein , Kwartalnik Filmowy: No. 112 (2020): Polish Documentary, Polish Animation
- Marcin Giżycki, The Chronology of the Life and Work of Zenon Wasilewski , Kwartalnik Filmowy: No. 112 (2020): Polish Documentary, Polish Animation
- Marcin Giżycki, … Only Stills Remained: Nonexistent Films of Cindy Sherman , Kwartalnik Filmowy: No. 115 (2021): Form Film, Content Film
- Marcin Giżycki, The King/Queen of Camp , Kwartalnik Filmowy: No. 107 (2019): Journey, (E)migration, Pilgrimage
- Marcin Giżycki, The Rebellious Eye , Kwartalnik Filmowy: No. 111 (2020): Senses and Affects
- Marcin Giżycki, Tamara Sorbian-Kasprzycka, 1952-2020. In Memoriam , Kwartalnik Filmowy: No. 112 (2020): Polish Documentary, Polish Animation
- Marcin Giżycki, May an Artist Be a Criminal? A Few Questions Without Answers , Kwartalnik Filmowy: No. 113 (2021): Film and Technology
- Marcin Giżycki, “Europa” Rediscovered , Kwartalnik Filmowy: No. 117 (2022): Unknown/Hidden Cinema
