The 2wenty

I’ve been seeing a little flack about “The Twenty” — Regal Cinema’s new digitally projected commercial block that starts twenty minutes before the featured presentation — and I have to agree with this group of cinema activists that it seems like a good idea to me. Click through to hear the marketing response to CMPAA’s letter to Regal Cinema.

We have been running a web site that has called for a re-evaluation of the practices of running TV-like commercials before the start of movies shown by Regal theaters. … The presentation called “The Twenty”, shown twenty minutes before advertised start times with house lights up and at comfortable volumes, seems to be a more acceptable format.

We started to experience “The 2wenty” at a recent viewing of In America which ended abruptly following the Jon Bon Jovi AFL commercial. As the computer running the show rebooted, it flashed a COMPAQ logo on the screen to the boos of audience members. (This is Dell country!) At first I was perturbed, but I quickly resolved my ire by recognizing how many Regal Cinema viewers would have the pleasure of realizing the fallability of COMPAQ computers nation-wide.

p.s. Reviews of In America and The Triplettes of Belleville are forthcoming.

Posted by etrigan at February 16, 2004 7:51 AM