THE BIG SCREEN

Q: How can advertisers take advantage of Americans’ recreational activities to promote their products and get hard-to-reach consumers, even in a struggling economy?

A: Wake up and smell the popcorn: Get them when they’re captive, in a good mood and focused—at the movies, according to Screenvision, a New York-based cinema-advertising company.

With strong ticket sales and blockbusters taking hold, cinema advertising is becoming a more viable part of media plans, especially as ad budgets tighten, said Todd Siegel, svp of sales and marketing for Screenvision.