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French theatres to screen cinema-style adverts before plays

The move to screen adverts in theatres is being marketed as a "win-win" for venues and advertisers. Photo; Shutterstock The move to screen adverts in theatres is being marketed as a "win-win" for venues and advertisers. Photo: Shutterstock
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Theatres in France are to begin screening adverts before performances as part of a strategy conceived by a Parisian advertising agency.

The company behind the plans has announced a partnership with 12 theatres in Paris, which will start showing adverts on a big screen before plays begin.

It is being marketed as a “win-win” for both venues and advertisers.

According to advertising agency ODW, which is introducing the scheme, advertisers will be able to reach an audience “with high purchasing power”, building on the success of lucrative cinema advertising, while theatres can bring in additional advertising revenue and promote upcoming productions with trailers.

It has been reported that up to 30 other theatres across the country are in talks to follow the lead set in Paris.

Participating theatres will begin screening adverts from November.

In 2011, the Ambassador Theatre Group partnered with Pearl and Dean on a short-lived scheme to project Gordon’s Gin adverts on to safety curtains at ATG venues.

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