You will be redirected back to your article in seconds

Inside Move: ‘Animal’ ad ruffles feathers

Paid spots would be add-ons, exhibs say

Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space.

But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. And one exhib exec noted that though the “Animal” ad was the first such move by a major distrib, some independents have previously paid for their trailers to be shown.

Major distribs are also believed to have made certain concessions on film rentals and other terms with exhibs in exchange for good trailer distribution over the years.

But onscreen advertising reps a growing new revenue source for exhibs, with circuits incrementally winning consumer acceptance for ads from companies including Nike and Ford Motors that run prior to feature presentations. Together, the ads offer cash-strapped exhibs tens of millions of dollars in additional annual revenue currently.

“It’s important to us, and it’s growing,” AMC Entertainment spokesman Rick King said of onscreen advertising in general. He declined to discuss the “Animal” flap except to characterize the fuss as unwarranted.

Still, exhibs’ demurrals notwithstanding, the “Animal” move has set industry tongues awagging about the prospect of a Hollywood pack mentality holding sway once more. As one Hollywood insider observed, “Nobody was paying actors $20 million a picture until (then-Sony boss) Mark Canton gave it to Jim Carrey.”

More Film

  • 'This Is Me' Catapults 'Greatest Showman'

    'This Is Me' Catapults 'Greatest Showman' Soundtrack Toward One Billion Streams

    Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space. But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. […]

  • Rex Pickett

    Rex Pickett's Drama 'Repairman' Moving Forward as a Movie

    Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space. But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. […]

  • moviepass card

    MoviePass Sues Subscription Rival Sinemia for Patent Infringement

    Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space. But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. […]

  • Octavia Spencer Isabela Moner

    Octavia Spencer, Isabela Moner Join Mark Wahlberg's 'Instant Family'

    Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space. But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. […]

  • Gabrielle Carteris SAG AFRA PRESIDENT

    SAG-AFTRA's Gabrielle Carteris Blasts Ruling on Actor-Age Censorship Law

    Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space. But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. […]

  • Bat Girl Directors Search

    Why a Female Director Can Give Us the 'Batgirl' We Deserve

    Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space. But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. […]

  • Marvel Studios' BLACK PANTHER..L to R:

    'Black Panther' Eyes Fifth-Highest-Grossing Second Weekend at U.S. Box Office

    Sony’s recent decision to pay for onscreen ads for upcoming Revolution Studios laffer “Animal” has studio distribs worried that they’re now on a slippery slope leading to an eventual loss of free trailer space. But exhibs insist that any spread of paid movie ads would be an add-on to the traditional block of free trailers. […]

More From Our Brands

Access exclusive content