By Phil Contrino

Fresh on the heels of the Cinema Advertising Council's (CAC) report that total cinema advertising industry revenues of CAC members-which account for more than 82 percent of U.S. movie screens-grew by 5.8 percent in 2008, industry professionals are already looking to the future.

"In recessions you usually have a spike in moviegoing, because it's still relatively inexpensive and very entertaining. The key question is, 'Do we capitalize on it through the advertising marketplace?' It doesn't necessarily mean that ad dollars flow behind audience attendance, but luckily for us in this environment cinema is thriving and the ad dollars are following the audience attendance, which is great," says Mike Chico, executive vice president of sales and marketing for Screenvision.

As the report shows, cinema advertising is a way to reach audiences that more and more companies are waking up to.

"One of the things that we're very successful with this year in terms of driving revenue is we got into the upfront marketplace with several large agencies, and that's helped drive a lot of business," says Chico. "We've also had really good spikes in our retail business and our packaged good business. Import autos is very strong, as is our wireless category."

New trends are developing in the world of cinema advertising, and they will drastically change the way advertisers reach moviegoers.

"The emergence of more and more 3D films has sparked an interest in 3D advertising, so there's some testing going on in that area. It's still very much at its early stages. It's another way to make the pre-show more engaging," says Dave Kupiec, president and chairman of the CAC.

"There are also new technologies that are coming into the lobby space," adds Kupiec. Mobile programs, 3D screens, interactive touch screens and texting games will soon be available to more moviegoers across the country before they enter the actual theater.

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NEW YORK - The Cinema Advertising Council (CAC), a national nonprofit trade association which serves cinema advertising sellers, the theatrical exhibition community and the advertising community, today unveiled its new report on cinema advertising revenues. According to the association's report, total cinema advertising industry revenues of CAC members - which account for more than 82 percent of U.S. movie screens - grew by 5.8 percent to $571,421,000 in 2008, as compared to a total of $539,946,000 in 2007. The announcement of the report - which was independently tabulated by Miller, Kaplan, Arase & Co. LLP - was made today by Dave Kupiec, president and chairman of the CAC.

Cinema advertising grew despite a year that saw spending in other traditional media decrease significantly. Meanwhile, since 2002 - the first year that cinema ad revenue was measured by the CAC - spending in this medium has increased for six consecutive years, with an average of 21.5 percent per year and 2008 spending reaching a total that is 208 percent higher than spending in 2002.

"Marketers' desire for engagement, impact and ROI is stronger than ever, and they are turning to cinema in increasing numbers," said Mr. Kupiec. "Cinema is now a regular part of national, regional and local media buys - no longer just used primarily for campaign launches or special events - and in addition to spending increases, we are seeing a substantial rise in the number of national buyers as compared with previous years. Additionally, with the box office and admissions up in 2009, the strength of the medium has never been more evident."

The CAC report includes revenue data for both on-screen cinema advertising - including commercials airing in advance of movie previews and the feature presentation - as well as offscreen revenues - including those derived from audio programming, sampling, special events, concession-based promotions and lobby-based promotions. On-screen revenues accounted for over 90 percent of total cinema advertising revenues. Additionally, approximately 76.53 percent of total revenue is from national or regional advertisers (versus 23.47 percent from local sales).

Top national cinema advertising categories in 2008 included Associations & Causes, Automotive, Broadcast & Cable Television, Consumer Electronics, Consumer Packaged Goods/Health & Beauty, Credit Cards, Fashion, Military, Movie Studios, Retail, Telecommunications and Wireless.

Additionally, growth in 2008 was attributable to increasing activity across a broad spectrum of emerging categories, from CPG/Health & Beauty to Media, Retail, Electronics, Leisure/Tourism and Financial Institutions.

"Cinema advertising spending continues to grow, and advertisers are seeing real results as they increasingly find ways to include cinema as part of their overall media mix, along with other sight, sound and motion buys such as television," added Mr. Kupiec. "In fact, as a recent cinema advertising study conducted by Integrated Media Measurement Inc. (IMMI) showed, combining television and cinema in an ad campaign more than doubled the consumer conversion rate as compared to television alone, while doubling the lift and extending incremental reach, all the while targeting key demographics including ad-avoiders. These are the results media agencies and their clients crave, and cinema continues to be a growing, powerful medium."

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LOS ANGELES, CA, Jun 10, 2009 -- MovieTickets.com (www.movietickets.com) announced today it has partnered with professional skateboarder, Rob Dyrdek, and Berkela Motion Pictures to develop a series of promotions surrounding Dyrdek's new skateboarding movie, Street Dreams. The final piece of the promotion, which starts today, allows moviegoers who purchase tickets for the Street Dreams film at MovieTickets.com to access a free, exclusive video download.

"We've enjoyed working with Rob (Dyrdek) and Jason (Bergh) at Berkela to encourage movie going among the core skateboarding enthusiasts while also generating additional exposure of this genre to a broad movie going audience," said Joel Cohen, executive vice president and general manager of MovieTickets.com. "Street Dreams is a film unique to both the action sports world and mainstream communities. Our partnership has allowed us to create a program that reaches both audiences to promote what could be the first authentic portrayal of skateboarding culture to reach the big screen."

"Our partnership with MovieTickets.com has been extremely rewarding as a young studio in Hollywood," said Jason Bergh, co-founder and CEO of Berkela. "The MovieTickets.com team was a driving force in transforming our brainstorming sessions and suggestions into a bona fide campaign that remains true to the spirit of the sport, while also providing a platform to generate awareness among audiences who may not have known much about Street Dreams prior to our promotion."

Additionally MovieTickets.com is hosting the Street Dreams Sweepstakes in which the winner will receive gear from major skateboarding label DC Shoes as well as a skateboard deck (courtesy of Alien Workshop) and movie poster autographed by Dyrdek. The sweepstakes will run through June 14.

Street Dreams chronicles the life of Derrick Cabrera, a skateboarder living in the Midwest who dreams of going pro. The film highlights Cabrera's dedication and drive to succeed even though his family and girlfriend try to convince him that there is no future in skateboarding. The movie stars Paul Rodriguez Jr., Ryan Dunn, Rob Dyrdek, Terry Kennedy and Ryan Sheckler.

Street Dreams debuts June 12 in cities throughout Arizona and California. On June 19 it will expand into Georgia, Florida, Kentucky, New York, Texas and Virginia. Visit www.movietickets.com for complete coverage and showtimes.

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Knoxville, Tennessee - Regal Entertainment Group (NYSE: RGC), a leading motion picture exhibitor owning and operating the largest theatre circuit in the world, announced today that tickets are on sale for Transformers: Revenge of the Fallen: The IMAX Experience. The movie opens Wednesday, June 24 at a total of 40 Regal Entertainment Group IMAX® theatres across the country.

"Regal Entertainment Group is thrilled to offer another premium IMAX presentation during this exciting summer season. Transformers will be a spectacular integration of state-of-the-art special effects and selected scenes filmed using special IMAX cameras," stated Dick Westerling, Senior Vice President of Marketing and Advertising for Regal Entertainment Group.

In Transformers: Revenge of the Fallen, Sam Witwicky (Shia LaBeouf) again joins with the Autobots against their sworn enemies, the Decepticons. IMAX DMR® (Digital Re-mastering) enhances scenes shot in 35mm and appears in the traditional "letterbox" shape, while select scenes shot with IMAX cameras expand vertically on the screen. Transformers: Revenge of the Fallen is rated PG-13 for intense sequences of sci-fi action violence, language, some crude and sexual material, and brief drug material. The movie opens Wednesday, June 24.

Tickets are now on sale for Paramount's Transformers: Revenge of the Fallen: The IMAX Experience at these Regal Entertainment Group theatres, listed by market:

Albany, NY
Regal Crossgates Stadium 18 & IMAX
Atlanta, GA
Regal Mall of Georgia Stadium 20 & IMAX
Augusta, GA
Regal Augusta Exchange Stadium 20 & IMAX
Boise, ID
Edwards Boise Stadium 22 & IMAX
Buffalo, NY
Regal Transit Center Stadium 18 & IMAX
Charlotte, NC
Regal Stonecrest Stadium 22 & IMAX
Chicago, IL
Regal Lincolnshire Stadium 21 & IMAX
Denver, CO
UA Colorado Center Stadium 9 & IMAX
Fresno, CA
Edwards Fresno Stadium 22 & IMAX
Ft Myers, FL
Regal Gulf Coast Town Ctr Stadium 16 & IMAX
Honolulu, HI
Regal Dole Cannery Stadium 18 & IMAX
Houston, TX
Edwards Houston Marq*E Stadium 23 & IMAX
Knoxville, TN
Regal Pinnacle Stadium 18 & IMAX
Las Vegas, NV
Regal Aliante Stadium 16 & IMAX
Regal Red Rock Stadium 16 & IMAX
Regal Sunset Station Stadium 13 & IMAX
Los Angeles, CA
Edwards Aliso Viejo Stadium 20 & IMAX
Edwards Camarillo Stadium 12 & IMAX
Edwards Irvine Spectrum Stadium 21 & IMAX
Edwards Long Beach Stadium 26 & IMAX
Edwards Ontario Palace Stadium 22 & IMAX
Edwards South Gate Stadium 20 & IMAX
Regal Civic Center Stadium 16 & IMAX
Nashville, TN
Regal Opry Mills Stadium 20 & IMAX
New York City, NY
Regal Deer Park Stadium 16 & IMAX
Regal New Roc City Stadium 18 & IMAX
UA Sheepshead Bay Stadium 14 & IMAX
Orlando, FL
Regal Pointe Orlando Stadium 20 & IMAX
Regal Waterford Lakes Stadium 20 & IMAX
Philadelphia, PA
UA King of Prussia Stadium 16 & IMAX
Portland, OR
Regal Bridgeport Village Stadium 18 & IMAX
Richmond, VA
Regal Commonwealth Stadium 20 & IMAX
Sacramento, CA
Edwards Fairfield Stadium 16 & IMAX
Regal City Centre Stadium 16 & IMAX
Regal El Dorado Hills Stadium 14 & IMAX
San Diego, CA
Edwards Mira Mesa Stadium 18 & IMAX
Regal Escondido Stadium 16 & IMAX
San Francisco, CA
Regal Hacienda Crossings Stadium 20 & IMAX
Seattle, WA
Regal Martin Village Stadium 16 & IMAX
Regal Thornton Place Stadium 14 & IMAX

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Los Angeles, CA - Metropolitan Theatres announced plans to build their next generation of theatres in West Haven, Utah at The Destination at West Haven, located at 4000 South and Midland Drive. The development is part of a master-planned 225 acre mixed-use project including retail, commercial, and residential development with walking trails and open space.

Metropolitan's President, David Corwin, said, "We are excited to be participating in The Destination development and believe the center will become the most popular destination for residents of west Weber County."

The state-of-the-art complex will feature the most desired guest amenities, including:

• 12 luxurious auditoriums with 18-inch risers for optimal sightlines
• Digital projection with surround sound in all auditoriums, 3D for select releases
• 48 inches between rows for maximum legroom and ease of motion
• Plush extra-wide seating with padded retractable beverage holder armrests
• Self-serve optional concessions to reduce waiting in line
• Café offering coffee flavored beverages, health drinks, and scooped ice cream
• Guest service concierge for superior guest service
• Advance credit card sales by phone, or on-line here
• Reserved seating, allowing guests to select their own seat before auditorium entry
• Automated ticket kiosks for purchasing and advance ticket pick-up

A late Fall 2010 opening is targeted.

Metropolitan Theatres is a fourth generation family owned theatre circuit with twenty-one locations and 104 screens in California, Utah, Idaho, Colorado, and British Columbia. For additional company information, please visit the official site.

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