Pre-showAds Tagged Articles at Cinematical

Moviegoing seems to be living in the past these days, as both 3-D and large format projection have become attractions at mainstream cinemas again, just as they were half a century ago. Of course, there are updated differences -- the new 3-D is digital and now employs glasses that don't give us headaches, and the large format presentation, IMAX (which is actually almost 40 years old and is technically not really similar at all to the Cinemascope, Cinerama, VistaVision, etc., which were used in the 1950s), is finally separating itself from its usual museum-set association to move into more multiplexes and offer more blockbusters, like the popcorns and sodas, appropriately super-sized.

So where is the return of that other, less successful, less fondly remembered novelty also implemented in desperate times to woo audiences away from their television? You know, that ridiculous idea that's so unappealing that it's a wonder it was even allowed to enter public awareness, let alone cement itself undeservedly onto the timeline of significant moments in film history. Smell-O-Vision. Where is the return of Smell-O-Vision?

Who of us hasn't been annoyed by young teens texting during the movie? Even if the kids have the sound turned off on their phones, the light from the displays are enough of a distraction to take our eyes off the bigger screen in front of us. Hollywood has made it clear, too, that text messaging is a problem for the movies. But for studio execs, the issue is with people texting their friends about how the new movie they're watching is not worth seeing. Bad buzz travels fast these days, and part of it's thanks to cell phones.

But cinemas will soon embrace texting as an interactive part of the moviegoing experience. Of course, it's just the latest way in which the exhibition industry is actually ruining the experience by bombarding patrons with obnoxious advertisements. This time it's part of a Verizon Wireless V Cast campaign in which audience members are asked to participate in polls appearing throughout the pre-show "entertainment." The ads ask a question, maybe about your favorite music, then you text the answer, and the results show up on the screen. Apparently, it's thought to actually be something that will lure customers, not keep them away.

The technology and ads, courtesy of Verizon and Screenvision, will be appearing in cinemas later this month, but only in the 10 major U.S. cities (New York, Chicago, Boston, Atlanta, Dallas, Houston, Detroit, Los Angeles, Philadelphia and Washington D.C.). Reportedly, one of the ads was directed by Spike Lee and features Chris Cornell and Timbaland, but it's probably still not worth the nuisance of knowing the spots encourage texting during the movie.




[via CinemaTech]