(studio Briefing) Revenue from in-theater advertising rose more than 15 percent to $456 million from $395 million a year ago, according to a study by the Cinema Advertising Council and reported in today's (Monday) New York Post. Reporting on the results, the newspaper observed, "Advertisers eager to reach an audience stuck in their seats are buying up the time in between shows, making it one of the fastest-growing ad categories." The Post quoted CAC Chairman Cliff Marks as expressing the belief that moviegoers are becoming "more accepting" of screen advertising. A recent Arbitron poll indicated that two-thirds of moviegoers "don't mind" the ads.

Ads are the bane of my existence. Always have been. Don't lump me in with such statistics. I'd much rather watch ads for upcoming films, rather than cola.