Let the Hard Times Roll

Movie theaters up the ante on advertising
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"While the trend took off in Europe, it never really gathered steam here as theaters were afraid of upsetting moviegoers.

But theater chains became much more receptive to tapping advertisers after falling on hard times financially in recent year"

Let's say you had a girlfriend. And you were afraid that you were close to breaking up. And the reason you two were breaking up was because you kept spending all of her money. Even after realizing that lets say you decided to spend more of her money. There are only two possibilities for what's going through your head.
- This is a last ditch effort to milk her for all she was worth before she kicks you to the curb
- You think might be able to buy her favor back spending her cash on some roses, jewelry, or a tropical vacation.

Either way, what would you say the chances of staying together were?

I guess the theater chains don't see it that way. Moviegoers shouldn't expect a better experience even if they are bankrolling it themselves with their time money, and in this age of ads, their eyeballs.

I think it's important to note how this trend took off in Europe years ago. Europe also offers much more attractive moviegoing prices in the form of monthly or season passes. As in, they're actually embracing the fact that movies are becoming an Ad-supported medium. Here, the theaters are trying to eat their cake and have it too.

I have to admit, the gossipy screen content isn't bad. I do like seeing the behind the scenes stuff when I show up earlier to the movie. But I can't help resenting the fact that they're collecting two checks from me.