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's" 2012 "," Avatar "re- pounds of large areas of a series of screenings, placement ads frequently over 20 minutes long, to see the mood of the film greatly affected. "behind the scenes reporter Origin --- a case to pull out of the last few days, the reporter visited the Qingdao Watson, Wanda, Broadway, Huiquan Laguna cinema and, when the National Day schedule, large areas across the board aggressively at home and abroad, movie advertising placement is not surprising, advertising the longest time over 20 minutes, the shortest is also 10 minutes or more. According to Watson, Wanda the two major theater staff, the 1999 Feng Xiaogang's "endless" became the first domestic film patch advertising, followed by placement advertising is increasing year by year, behind this, or interest dictates. Consumer Protection Committee, Trade and Industry Bureau, the Court department to the city, the reporters also do a bit of understanding, one due to patch ad a lawsuit caused by the reporters attention. September 27, 2007, North District of Qingdao City, People's Court hearing with advertising placement caused by civil disputes, the case the plaintiff is a wedding photography shop of the city of North, the defendant is a advertising company in Qingdao. According to the trial record shows that, in April, the wedding photography shop commissioned defendant advertising companies, advertising in Qingdao Wanda Watson, Huiquan three theater play "Spiderman 3", "Pirates of the Caribbean" movie titles position, put the number of less than 10,000 performances. According to the plaintiffs statement said, to vote in the wedding photography shop to pay advertising costs, the defendant advertising agency breach of contract, only fulfilled a small part of the screening of advertising. In the end, the first instance verdict in favor of the plaintiff,moncler pas cher, sentence the defendant to advertising companies will be the cost of the conversion of the leakage of broadcast advertising, double compensation to the plaintiff wedding photography shop. From this starting case is easy to see the International Film commercial operation has already spread to Qingdao, movie advertising placement huge profit margins, only the above-mentioned case, for example, wedding photography shop must be put in the patch advertising to pay up to 70,000 yuan costs; of course, advertising can also be for the wedding photography shop to bring some benefits can be described as the parties involved can profit from. As for the interests of consumers, but more or less ignored. Data nationwide advertising placement is expected to 420 million spectators, the film screened before advertising industry call it reflect before advertising is advertising placement. Issuer, showing the party advertisers compete for placement ads on this market. "Ping introduced Wanda Studios Marketing Department, and placement advertising generally can be divided into three kinds: one is called with the film advertising, that is, theaters in get a copy of the film with advertising, the operator of the issuer for the film, and theater just show; The second is outsourcing advertising, and by the advertising company from the operation of the customer to pay the cinema; the third is from the theater deal directly with the advertisers and show ads. "No matter what kind of advertising, as long as the player, the theater income." Watson Studios director of marketing business room Lei said, play with the piece of advertising copy, the film of the issuer to pay a fee to the theater, outsourcing ad by a certain percentage from the cinema and advertising companies, and theater since the commercials, needless to say, the middle part at least, the theater income ratio. So, today's patch advertising market is how much Say it may surprise you. According to reports,moncler, the country's largest entertainment industry, research institutions - Art en Consulting had recently published studies have reported that Chinese films reflect the advertising market in 2010 will reach 420 million yuan, representing an increase of 82.6% over 2009, is expected in 2012 is expected to reached 940 million yuan, the growth rate is 2-3 times of the Internet and other new media advertising. In 2007, before the mapping of the country's film advertising scale, but 040 million yuan. In addition, the China Film Marketing Planning Branch Manager Jiang Defu, is also an interview with reporters said that Chinese films reflect before advertising accounted for only 0.3% of the overall advertising market, by 0.6% to 0.8% in developed countries the average share of the market development a huge space. He also predicted that 10 years later, our placement ads will reach 34 billion yuan. Forced to watch the investigation, allegedly forced transactions patch advertising to make money, of substantial Shadowseeker be forcibly killed more than 20 minutes, who pays "Fans Mr. Wen asked. Shandong Castle Law Firm Chu Lina had violated the consumer's right to know and the right to choose, from the point of view of consumer protection law, as long as 20 minutes of advertising placement. Chu lawyer, said the theater movie ticket sale marked by default as the movie playback time, consumers spend money to buy a movie ticket purchase of movie services, rather than advertising services, "preshow long advertising, the ticket should be explicitly informed consumers, but most of the theater did not fulfill this obligation. City Consumer Protection Committee, Complaints Department, Korea Minister added that with the right to know and students, as well as an autonomous right to choose that the consumer has the right to free choice of whether to purchase goods and services. Theater in the play patch failed to inform the premise of advertising, audience after entering no choice, forced to accept the watch, "the ultimate beneficiaries of the patch advertising businesses,doudoune moncler, consumers do not benefit, but also delay time, it is unreasonable The ". Lawyer experts in accordance with relevant legal judgment, the theater for a long time to play patch advertising, suspected to constitute a mandatory trading. Under the Act, the seller of goods can not force the tying products can not be forced to provide services, advertising placement is a mandatory service, damage the lawful rights and interests of consumers. Chu Lina Counsel adds that consumers to buy the movie ticket is a contract, to contract payments and services should be equivalent, movie times, plus advertising in real terms a change to the contract, consumers should be informed prior to the change and negotiated otherwise unilateral terms of the King. "reporter investigating a number of theater ticket, ticketing staff neither verbal cues, the film par informed in writing, advertising patch forced to join has become prevalent in the industry," King terms ". Reporter has learned that the American cinema ad is played before the show, but the audience watching the film right to have a refund. French film, advertising placement, but the theater to fulfill the obligation of informing, advertising broadcast time, duration, movie show times detailed publicity, audience consumption is well aware of, he had no complaints. The audience pointed out that the country in this regard is not also the with the international standards Proposed length of the hard limit, the ability to drop the fare interview, also said that the majority of people, in the business community, there is a patch advertising can understand, theater and other stakeholders in the pursuit of advertising effectiveness, it should consider the audience experience, take the initiative control the playback time of the patch advertising, do not exceed the reasonable limits of public acceptance. However, due to the current playback length of the patch ad is no explicit requirements for the "reasonable limits" are not well defined. According to a press survey length less than 10 minutes when the public generally acceptable to advertising. Consumer dissatisfaction, Wanda Studios Marketing Ping also expressed frustration, "most of the advertising placement is that the film copyright side make a good band with the film, theater no right to the deletion; Wanda Cinema advertising Headquarters commissioned by advertising agency operations, the total duration of not more than two minutes. Reporters learned from the business sector, in 2004, the SARFT and SAIC jointly issued the Circular on strengthening the management of video advertising placement, clearly defined, "the movie patch advertising shall not occupy the screening time; the theater to be publicity posted screening of the film advertising; without the film rights agrees that any unit not free to carry deletion of advertising. In early 2009, the SARFT issued a circular, calling for "patch advertising, mapping before the ad must be marked on the movie ticket coupon advertising show times, shall not, in the middle of the film, commercials. These requirements seemingly looks useful, careful analysis is very broad, only mentioned the patch advertising must be informed in advance, long There is no restriction on advertising, but only a piece of paper "management notice" did not rise to the laws and regulations level. Advertising Director of Industry and Commerce Bureau, Zhou Ling said, the business sector is the direct supervision of the department of advertising, the supervision of the film patch advertising is confined to the ad is true, legal, advertising producers made the advertising business qualification, "At present has not clearly defined and regulatory laws and regulations can be broadcast to patch ad length, but in accordance with the notice requirements, the theater is not broadcast to the audience announcement advertising time and positive time, should belong to the violations. " Film patch how to regulate the advertising of the many lawyers and City Consumer Protection Committee staff interviewed suggested that as soon as possible to improve the relevant regulatory rules to safeguard the legitimate rights and interests of the normal order of operation of movie ads and consumers. The same time, there is a business proposal, the movie theater can show different times, respectively, coupled with a different chip advertising, in order to shorten the screening length of time. In addition, longer periods of time for placement ads film industry have suggested that by way of lower fares to attract viewers. Edition text / diagram newspaper reporter Wang Yuan (Source: The Peninsula Network - The Peninsula Metropolis Daily)
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