Leave the Movie Previews Alone
While Looney’s proposal might seem well-meaning, it’s a misguided idea for several reasons. Primarily, movie theater ads play a crucial role in helping these businesses survive financially. As the pandemic underscored, the film industry’s business model can be fragile, and advertising is frequently a substantial part of an exhibitor’s income. A 30-second ad running over four weeks could bring a movie theater anywhere from $2,000 to $3,000 or more, as estimated by Blue Line Media. Even small theaters like the Avon Theatre in Stamford, highlighted by the Register Citizen‘s reporter, rely on these ads and previews for their financial stability, with Peter H. Gistelinck, the theater’s executive director, stating that announcing movie start times would negatively impact their finances in an already challenging environment. Unfortunately, Looney’s one-page bill fails to consider or address the potential consequences for theatrical businesses. Not every exhibitor is as large as AMC or Cinemark, and this bill, as it stands, doesn’t make any exceptions; imposing such rules on smaller theaters could lead to increased admission prices. The revenue has to come from somewhere.