A 15-second in-cinema ad for Philips Electronics by Omnicom Group's DDB, New York, told viewers they could expect their movie to start earlier because Philips had opted not to use all of the four minutes of commercial time it had purchased. But the spot was rejected by Screenvision, a company which sells pre-show commercial time on behalf of theaters, because the spot mocked the very idea of in-cinema advertising.

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