"Small" may be beautiful-on occasion-but in the world of advertising, size really does matter. Bigger is better, if for no other reason than it eliminates distracting clutter. And short of skywriters, movie screen advertisers have the biggest, most clutter-free space there is. Bigger means better recall too--as much as 6 times the unaided recall for network TV ads. That's a lot, but consider: this audience is completely voluntary, they can't change channels, and no "fast-forward" type options are available.

Let's agree right now to stop calling cinema ads "slides" OK? These ads don't slide-they move, because they play in full motion digital video with stereo sound, and mostly delivered via wide-area network. That means advertisers (You) get shorter lead times, more flexible and precise placement, and reporting that shows you when and where your ad was screened.

Movie-going is the #1 leisure activity in America. More than two thirds of us are movie-goers. (We'd be the, younger-better-educated-higher disposable income, two thirds of us, and we spend freely on things we like-rather than need.) On average, movie-goers arrive as much as 15 minutes before the published showtime, and actually prefer commercial messages to blank screensÑas long as it happens prior to showtime.