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(New York Times) — Those ads that appear on movie theater screens before the lights go down come with the rarest commodity in marketing: a truly captive audience. Then why are advertising “preshows” usually so terrible? Screenvision, which sells and programs in-cinema advertising, wants to spice up the preshow experience. Last week, the company unveiled its plans for a redesigned 20-minute “advertainment” block to marketers in a private presentation in New York. Consumers — Screenvision says it reaches 45 million moviegoers a month — will start to see it at local cinemas in September.

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