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Creatives think bigger as commercials invade movie theaters

In New York, they’ll throw their shoes at the screen,” says TBWA\Chiat\Day creative director Joseph Mazzaferro on movie-audience reaction to shoddy commercials. “The expectations are so much higher. The television-commercial tools don’t work anymore in cinema.”

But when spots are entertaining, research shows, audiences are receptive to the commercial prelude. And with more advertisers taking advantage of a captive crowd, agencies are starting to think on a bigger scale, mimicking the quality of sound, special effects and wider aspect ratio of the feature films that follow their work.



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