Cinema screen advertising: a still developing billion-dollar sector.(Profile)

Screen advertising is a relatively little explored part of the cinema exhibition sector, straddling as it does cinema exhibition and display advertising. Advertising on cinema screens has been in existence almost as long as cinema screens themselves. The medium took on new dimensions in the 1950s in, especially, Europe and Australia. Cinemas used to be a focal point for community and national/international news and as such were an ideal place to advertise.

The paucity of other forms of display advertising outlets grew cinema advertising in these areas and partly explain