Film Advertising Key Terms

Terms for use in film advertising

By J. Stoltzfus, writer/programmer LOCAL CITIZEN

Film advertising has always been a viable option for some companies. The desirability of ads in movies goes through trends, as compared with television, radio and newspaper advertising options. But some elements of film advertising make it an especially good choice for some businesses. Learning about some of the terms in film advertising helps a business evaluate whether it needs this kind of option for reaching its audience.

Captive audience

Part of the appeal to advertisers who choose film advertising is that the viewers can hardly ignore the ads as they can in other venues. The movie ads are center stage, and that's why investors find them to be practical ways to reach consumers.
Try: Find out more about the captive audience at CMPAA, the Captive Motion Picture Audience of America.

Rollingstock

The kind of ads known as "rollingstock" are actually spliced to the beginning of the film reel to run before the previews.
Try: Find out about what film advertising companies mean by "rollingstock" at Velocity Cinema Advertising.

Digital preshow

Another kind of film advertising is called "digital preshow"-this kind of advertising is more in a "social" format, with "segments" that appeal to the attention of the viewer with an educational or current events slant. Digital preshow is a way of making ads more interactive and integrating them into the "show experience."
Try: Find out more about digital preshow options for film advertising and what the term means at ScreenVision.

Product placement

Another way of advertising is integrated completely into the film: Product placement is when a company gets its products on the screen during the actual movie.
Try: Learn about the ins and outs of product placement at How Stuff Works.

Static ads

Static ads, or "slides," run at various points of the preshow process, but as still (and often silent) images. Viewers tend to see static slides at the very beginning, as they are waiting for the reel or digital previews to begin.
Try: Check out guidelines for creating static slides and ads at Cinema Advertising online.

Lobby ads

Lobby ads and promotional programs focus on putting messages beyond the screen: where the viewers come in to the theater. Lobby advertising is often combined with a bigger campaign to reach consumers throughout the film experience where screen ads alone may not be enough.
Try: Matrix Media shows readers a basic definition of what lobby ads generally include.