With the advent of the citizen journalist and the myriad of technologies that have empowered the consumer to decide how, when and where he or she deigns to receive content, it comes as no surprise that an increasingly desperate advertising industry is becoming increasingly desperate.
What else can explain the explosion of commercials we’re seeing in movie theatres across the country? Or, sadly, the very first "commercial" to be shown on a live theatre stage.
The nauseating event occurred last night before a performance of "Stomp" at the Orpheum Theatre in the East Village and featured some sort of pitch by Visit London, a tourist organization. Visit London’s Communications Director Ken Kelling explained why he subjected theatregoers to the live "spot" by saying, "They’re a captive audience. They can’t switch channels or change over or walk out once the thing has started."
How sad. How offensive. But, we can expect to see more of these intrusions as desperate advertisers and their ad agencies continue trying to figure out a marketplace that no longer responds the way it used to. One day, they’ll wake up and figure out the power of word-of-mouth, "influencers" and public relations. But, until then, don’t be surprised if a toothpaste or cell phone ad precedes your long-awaited, much anticipated chance to finally see "The Producers." Hey, maybe they’ll even start selling the products and services they advertise on stage right alongside the CD’s and t-shirts they push on you after the show. I know I would have been open to purchasing some home furnishings after having seen "Pillowman."