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DVDs: If you can't beat 'em ...

31 Oct, 2005 By: Stephanie Prange

Much has been written this year about the woes of the theater business. Many have pointed to the commercial onslaught before the feature as one of the culprits for faltering attendance, as well as the increased quality of the home theater experience.

Now ad company CineMedia, a joint venture of AMC Entertainment, Regal Entertainment Group and Cinemark USA, seems to be taking note. The company is dressing up its usual mix of pre-movie ads with behind-the-scenes footage, according to Ad Age. Behind-the-scenes footage and interviews from Peter Jackson's King Kong are on tap this week. The new programming, dubbed “First Look,” takes the place of the three-year-old “The Twenty” and formally launches in December.

Theaters aren't the first media outlets to bow to the popularity of DVD-type extras. Television and cable companies, too, have added behind-the-scenes footage to their mix of programming.

If imitation is a form of flattery, DVD is certainly getting kudos from competitors.

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