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Now In Theaters

Creative marketers take to the silver screen.

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This story appears in the February 2001 issue of Entrepreneur. Subscribe »

What better place to grab the attention of a captive audience than at the movies? After all, box-office sales hit a record-breaking $7.5 billion in 1999, and the average U.S. resident attended at least five movies per year from 1996 to 1999.

Not surprisingly, cinema advertising-that is, marketing your business via slides projected onto the screen prior to the feature presentation-has caught on with entrepreneurs. Jeremy Brumley, for one, is a believer: When the Lakeland, Florida, entrepreneur first considered moving his retail music business, Woodpecker Records, across town to a pricier spot, he tested the waters by placing a cinema slide in that area. When the effort generated a jump in sales at his existing location, he decided that the move, supported by advertising in the local theater, would be a good idea. "We know it works because we offer a discount with a movie stub," says Brumley, 26, "and we get as many as 370 ticket stubs returned per month."

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