Google is known for having whiteboards all around the Googleplex filled with ideas and thoughts that employees have contributed to. The last time I went there one of the ideas really caught my attention. This was the idea of displaying Google ads at the movie theaters thus allowing people to watch movies for free. Let’s explore this idea a little bit more.
Targeting
One concern about displaying ads during or before a movie is targeting. If the ads are not targeted they will be ineffective, but with all the information Google has it might be possible to target these ads. There are different genres of movies such as comedy, action or even kid movies and obviously certain types of people watch certain types of movies, such as parents and their 5 year old kids watching kid movies. Movie theaters have a physical location so it is easy to get a good understanding of demographic data based on the geographic location of the theater. Based this information and other information Google has, they might be able to display targeted ads during each screening of a movie at any movie theater. It would be even easier to target the ads if Google required you to enter your Google Account login information when you signed up for a free movie ticket.
Displaying ads
If ads were only displayed before the movie I do not think people would have a problem, especially if they do not have to pay to watch the movie. Ads displayed during the movie might be a problem for some people, but it is a good way to make sure people are paying attention to the ads. Maybe a mandatory intermission could be added to movies so people could go to the restroom or grab more food while ads were being shown on the screen.
Tracking
Online ads have been successful because companies can get a better understanding of what works for them and what does not. Unlike the ads on the web, ads during a movie will be a lot harder to track which means many companies will be hesitant to test out ads during a movie. TV, radio, and billboard ads have been effective for many companies; these companies could be the ones that would be willing to take the risk of advertising in movie theaters. Knowing Google and their powerful reporting mechanisms, I am sure that if they decide to do this, they will try to make sure that advertisers are getting as much tracking information as possible.
Downloads
Millions of movies are being downloaded on the web illegally causing movie studios to lose billions of dollars a year. If you could go to the movie theater and watch a movie for free it probably would drastically reduce the amount of people that download movies. Most people would rather go to the theater and watch a movie on a big screen then watch a movie on a 20 inch computer screen.
I think this idea will float considering Google’s ability to change the paradigm on advertising in addition to its recent purchase of the radio related dMarc Broadcasting platform. Who knows Google may even be able to modify the dMarc Broadcasting platform to connect advertisers directly to theaters by an automated advertising platform similar to AdSense. Of course there is a potential for Google to sink in this endeavor, just like their television advertising adventure, but movie theaters and movies in general are facing a real dilemma right now so this might be a great opportunity for Google to spread beyond online advertising.
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Source:
Is Google aiming for the big screen?
Is Google aiming for the big screen? 
Re: Is Google aiming for the big screen? 
