For Subscribers

Standing Ovation An innovative way to sell ads brings this entrepreneur success.

By Spencer Miller

Opinions expressed by Entrepreneur contributors are their own.

What: Advertisements that stand upright in cup holders
Who: Matt Faulkner of ArmsLength Promotions
Where: Los Angeles
When: Started in 1999; patented in 2002
Startup costs: $40,000

The next time you go to a movie, you may be entertained before the show even starts. The latest trend in direct advertising is Arms-Length Promotions' product, the Stand-In, and it's grasping the attention of entire audiences, one cup holder at a time.

After arriving early to a movie with his son, ArmsLength founder and CEO Matt Faulkner, 48, noticed the untapped potential of stadium seating cup holders as a medium for advertising. By 2002, Faulkner secured a patent for the Stand-In and set the stage for a new wave of advertising in entertainment venues across the nation. Using only friction and postcard-weight card stock, the Stand-In fits securely into and stands upright in almost any cup holder without blocking it.

ArmsLength's clients, including McDonald's and Major League Baseball, have the opportunity to customize their Stand-Ins beyond strict advertisements. Not only does the perforated base double as a detachable coupon, but the attention-grabbing vertical advertisement can put promotional items such as schedules, collectibles or even DVDs within easy reach of each person in the audience. "The intimacy of [the Stand-In]," says Faulkner, "demands [that consumers] interact with it because it is so close." In addition, ArmsLength's ability to adapt to the predicted interests of a target demographic based on the type of event they are attending ensures the message will be received.

After patenting the Stand-In for roughly $40,000, ArmsLength Promotions has continued to expand the use of its product to new and innovative venues. No longer limited to theaters and stadiums, the Stand-In is now found in airports, hotels, gyms, hospitals and even rental cars--basically anywhere and everywhere there's a cup holder. Clients are praising the Stand-In's unique ability to get into the personal space of consumers, and ArmsLength Promotions is expected to grab sales of more than $500,000 in 2007.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

This New AI Startup Led By a Former OpenAI Exec Is Offering $500,000 Salaries

Mira Murati, the former chief technology officer at OpenAI, launched her secretive startup in February — and is paying top dollar for technical talent, according to new filings.

Business News

Microsoft Claims Its AI Is Better Than Doctors at Diagnosing Patients, But 'You Definitely Still Need Your Physician'

Microsoft AI CEO Mustafa Suleyman says that the AI tool is one step closer to providing high-quality medical advice for Copilot and Bing users.

Leadership

This Navy SEAL Commander Says Leaders Aren't Born or Made — They're Chosen Based on One Thing

We asked a retired special operations leader about what makes effective leadership. His answer challenges everything you think you know about who gets to lead.

Money & Finance

Why Your Finance Team Needs an AI Strategy, Now

Join us for this free webinar and learn how to build an AI-ready finance team.