Movie marketers -- who devote as much as 70% of their budgets to TV advertising -- might be fighting a losing battle as a record amount of viewers time-shifted their viewing, potentially skipping their ads. A recent study for cable giant Comcast found that 62% of respondents reported using DVRs, online sites like Hulu, or VOD.
So how's a marketer supposed to fill opening weekend seats?
While no one predicts the end of film ads on TV -- strong visuals still attract attention on the small screen -- time-shifting is one reason why film-marketing dollars have increasingly flown to the Internet in search of real "engagement" in a fragmented media world. Plus, it has led to innovative attempts to use DVRs as a device of marketing rather than disruption.