Honda, Dodge, others flog cars on big screen; Cinema players see surge as automakers seek out young, captive crowds.(News)

Advertising Age,  May, 2008  by Halliday, Jean

Tags: Honda Motor Co.

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Byline: JEAN HALLIDAY

The onslaught of cars rolling into movie theaters this summer isn't the cartoon kind. Rather, it's an advertising barrage from automakers trying to get at the blockbuster crowd and driving double-digit segment growth in the medium.

With the hot summer-movie season around the corner, automakers are upping the ante for movie-theater advertising. Screenvision's revenue in the segment for the first half of 2008 is almost double what it was in the first half of 2007, said exec VP-sales and marketing Mike Chico, who said he expects to sell out 2008 inventory in ...

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