Mobile phone maker Sony Ericsson is devoting nearly three-quarters of its North American ad budget to in-cinema advertising, contracting with the Screenvision network that has access to more than 14,000 movie screens. Sony Ericsson's agency Bartle Bogle Hegarty hopes the promotions will be entertaining enough that patrons will put aside their usual dislike for premovie ads and enjoy them as part of the show.

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