Movie Studios Not Loving "Live Plus Three"

Movie studios are part of the reason why the upfront market is moving so slowly this year, Ad Age reports today, because they're balking at the idea of paying for audiences to watch spots for upcoming films up to three days after they're broadcast live. "For the studios, the commerical message is timely. It has to be day specific," said Jeff Robinson, senior VP-national television, Palisades Media Group, which handles buying for some studios. "That's the reason for reluctance." The results are more complicated deals that use live viewership for one part of the buy and other time frames for other parts.

Movie studios, for example, often run ads for a particular film several weeks before the movie opens, and those messages can be absorbed immediately or a few days later. Movie ads that air Thursday nights on big network programs are often designed to get people to attend a movie opening the next day, and so would be worth less if viewed even 48 hours later.

Some networks have already recognized they will have to be open to new types of negotiations. "We're ready to talk with you about any type of deal and we'll do our part to provide each of you with the best way to structure your package, reach your best consumer prospects, and grow your business," said Mike Shaw, ABC's president of sales, during the Walt Disney network's upfront presentation. NBC has also indicated it will be flexible in how it deals with advertisers.

Concentrated TV spots have become even more valuable to studios in a time when opening weekend box office can make or break a film. Movie marketers spent $379 million on national and local TV last year, according to TNS Media Intelligence and the Television Advertising Bureau, up 16% from the previous year.