Advertising for cinema perpetuated on television, a measure tested for books

A decree published Saturday April 6 at Official newspaper perpetuates advertising for cinema on television and authorizes advertising for books for a period of two years.

“At the latest three months before the end of this period, the government will publish a report assessing the impact of this temporary authorization, in particular on the book industry sector, in order to decide on the advisability of perpetuating this arrangement “, can we read in Official newspaper.

The authorization of advertising in favor of cinema was initially planned on a temporary basis for eighteen months, on August 5, 2020, then extended twice (on December 30, 2021 for a period of eight months, then on October 3, 2022). for a period of eighteen months).

The results of this experiment published in Official newspaper highlights in particular “the diversity of works promoted on television (majority of French films, relatively varied budgets)”.

Advertising for cinema on television was banned until 2020, in order to protect small independent films compared to American blockbusters, with enormous advertising resources. The report published on Saturday Official newspaper “also notes a positive effect on cinema attendance, particularly in the provinces”.