NEW YORK-Sick of hearing about mega-box-office hits like Jurassic Park that gross more than $300 million? If it were only that easy to turn a profit selling tires!
But even without the talent of a superstar director, tire dealers may be able to cash in on the movie industry's success using the On-Screen Entertainment advertising program from National Cinema Network (NCN), a New York-based marketing firm.
The program-a series of advertising slides shown on the big screen before feature presentations-can work wonders for a dealership, according to Charlie Stevenson, owner of Tucker Tire & Auto in Phoenix, Ariz., who said he doesn't spend much money on advertising of any type.
``I don't do much advertising at all..., (though) I plan on continuing this,'' Mr. Stevenson said.
The reason is simple, he said. ``Quite a few'' of the customers visiting his retail tire and automotive service outlet have mentioned that they saw his ad at the theater.
On-Screen Entertainment is shown before feature presentations on more than 4,000 movie screens in 800 theater complexes across the U.S., according to NCN, which said a program can reach between 5,000 and 30,000 people per location each week.
Furthermore, those ads, which are created by advertisers themselves, typically reach only local moviegoers who live within 10 miles of a business location, are 18-49 years old, have a high school diploma and earn at least $30,000 a year.
``A picture is worth a thousand words,'' Mr. Stevenson quipped. ``That's basically what (the on-screen ad) is-a big picture.''