Drury House in Covent Garden, offices of the Terra Firma group. Among many interests Terra Firma own the UCI and Odeon cinema chains, as well as record company EMI. Until March the CEO of Terra Firma was the "mercurial" Guy Hands (he remains Chairman of the group, and like the Roman god Mercury he remains interested in profit, commerce and communication).
The Terra Firma group has not been well managed.
Cinema advertising in particular is a much-neglected medium and commands more impact than any other option – the images are massive, the ads are on film (and are thus technically perfect and beautiful), the sound is loud and in stereo, the target audience is self-selected (according to the feature), they are sat in the dark facing towards the screen, they are in a heightened state of expectation.
Cinema is a wonderful advertising medium.
And yet since the Second World War bad management and defeatism (in the face of television) has run the industry into the ground.
It’s a sorry old story.
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