As marketing and advertising are becoming more and more
prevalent in our daily lives, we now find ourselves exposed to advertising without
even realizing or expecting it. Movie trailers are a very specific form of
advertising that appeal to a direct target market. Seeing a few specific genres
of trailers played before your movie of a correlating theme has become
expected, and even happily anticipated. However, commercials are beginning to
sneak their way into our 10 minutes of pre-movie fun.
While attending a movie this past weekend, I was watching
what appeared to be a trailer for a seasonal love themed movie. The trailer
continued on for about 20 seconds, until – BAM – the main characters smack
right into a refrigerator, and my typically unadulterated movie experience has
just been infiltrated by a Sears advertisement.
I will say that the shock value of the advertisement
caught my attention. I had to take a moment to decide whether I was annoyed or
impressed – and settled on intrigued. While I do not think that commercials belong
in movie theaters once the lights have dimmed down, (I’ll let them have their
way with the people who choose to arrive 30 minutes early) I do commend Sears
for their creative approach in penetrating a target market. Hats off to you, Sears.
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