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NEW YORK In-theater advertising revenue rose 21 percent to $527 million last year, for the first time breaking the $500 million barrier, according to a report released today by the Cinema Advertising Council.
The medium’s top advertisers in 2005 included American Express, the Army National Guard, Hyundai, Nike, Toyota, Unilever, Verizon, Wal-Mart and Microsoft’s Xbox gaming system, the CAC said.
With declining attendance (down 9 percent in 2005) and flat box-office revenue, in-theater ad sales have become critical for cinema owners, said CAC president Robert Martin.
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