Italo in-theater ad rev up

Hike attributed to upgraded circuit, growing multiplexes

By DAVID ROONEY

ROME -- Advertising in Italian movie theaters rose 14% to $70 million in 2001, in marked contrast with a 3.2% drop in the national advertising market that hit radio, TV and print ads.

The hike is attributed to Italy's upgraded exhibition circuit and the growing number of multiplexes opened in recent years.

"Investors are spending more on cinema advertising because they have verified that the moviegoing public is much more responsive than TV audiences," said Mario Bartoli, marketing director of RMB Italia, a leader in the sector. "Commercials seen on the bigscreen remain impressed upon the collective memory much longer than those viewed at home."

Consumer products most widely pushed via Italian theater advertising are cars, telecommunication and new-media packages, sporting goods, perfumes and confectionery. Despite the boom, the cinema ad sales represent less than 1% of annual ad spend in Italy.