Prices for in-theater commercials generally range from $250,000 to over $1 million, said Laura Adler, VP-marketing at NCN, the ad representative for some 10,000 screens.
Research done for NCN by Nielsen New Media Research last year shows moviegoers had a 78% recall of marketers who advertised during NCN's preshow countdown-the few minutes of commercials that run when the house lights are still on. Their recall of ads on slides during the 20 minutes before the pre-show commercials was 66%.
But the cutoff time for on-screen commercials is limited to about four minutes, the research shows. Said Ms. Adler: "There is a point where [moviegoers] don't want to see one advertiser after another."