In-theater ads give marketers the kind of captive audience that is no longer guaranteed by television, according to EPM Communications, New York, NY. Recently, a concerted effort by major movie theater chains, including Loews Cineplex Entertainment and Regal Entertainment Group, have tied on-screen advertisers to off-screen promotions. Researchers said an emphasis on finding unique and entertaining ways to present on-screen ads may help make the concept more palatable to audiences. Meanwhile, ne...