Theater chains hoping customers sit still for new commercials
Associated Press Published Saturday, March 08, 2003  LOS ANGELES
(AP) -- Bob Morales and his wife sat through advertisements for
the Cartoon Network, the NBC show "Boomtown" and AOL Broadband.
There was a pitch for the U.S. Army, another for The Tonight
Show with Jay Leno.  Morales would have accepted the promotional
barrage at home in front of the television, but it annoyed him
to go through it at the movie theater.  "That's why we come to a
theater, so we wouldn't see advertising," said Morales, at a
Regal Cinemas Theater in Pasadena for a weekend matinee of
"About Schmidt."  Going to the movies always has included some
advertising -- usually low-tech, slide-show style pitches -- and
the coming attractions, of course. Now, cash-strapped theater
chains are looking at increasing advertising, using digital
technology, as a way to boost profits beyond the sales of
tickets and popcorn.  While common in Europe and elsewhere
abroad, the ads are annoyi