Abstract:
A method for scheduling motion picture and promotional content for an audience at an exhibitor site includes the steps of: assembling an electronic play list ( 62 ) for the motion picture and for related promotional content. The play list ( 62 ) identifies at least one time slot ( 64 ) for presentation of the promotional content. An ad auction entry ( 32 ) is posted, soliciting a bid from an advertisement provider for purchase of the time slot ( 64 ). In response to a received bid, an advertisement is provided for the time slot ( 64 ) so that the advertisement can be downloaded from a networked advertisement provider.

Description:
FIELD OF THE INVENTION 
   This invention generally relates to digital motion picture presentation and more particularly relates to a method for controlling the scheduling of a motion picture and related promotional material. 
   BACKGROUND OF THE INVENTION 
   In the conventional model for motion picture film display, the theater operator or other exhibitor is constrained with respect to advertising and promotional content that is shown before or after the main feature. In many conventional motion picture theaters, pre-show time (typically 15 to 20 minutes prior to scheduled showtime) is used for still-frame advertisements or trivia questions and the like. This pre-show content is typically provided as slides, projected to the screen using a carousel slide projector. Intervals of pre-show time are sold to advertisers by the exhibitor, thus allowing local advertisers to show promotional content during the time purchased. Other films containing rolling stock advertisements and trailers are provided by the film distributor to the exhibitor and are spliced together with the feature following instructions provided by the film distributor. Thus, while the local exhibitor can show some amount of local advertising, such as slides, there is limited flexibility available for adapting to audience characteristics, for selling any remaining available advertising space, for making last-minute scheduling changes, or for reporting audience metrics to an advertiser as feedback. In this conventional model, the exhibitor&#39;s role is relatively “passive”; the exhibitor follows instructions dictated by the film distributor. Any advertising content that is controlled by the local exhibitor is separately managed via an advertising content provider and is generally presented during seating time between showings. 
   In this way, the conventional model for advertising content and motion picture film distribution is characterized by rigid control of the entire distribution and display process, allowing minimal or no flexibility for local adaptation. Pre-show content is typically prepared, distributed, and managed on a weekly basis. Pre-show advertising suppliers sell their clients time slots for a particular set of theatre screens based on an estimate of the number of people that will see the advertising content during the pre-show time. This estimate is based upon the projected attendance for a given set of theatres during a period of time. Projected attendance is based on local theater expectations and on the features that are to be played during the stated duration. Pre-show advertising content for each slide can be replaced at suitable intervals, such as once a week, in order to fulfill the contract. Contracts are fulfilled by collecting the actual attendance data, where possible, from each theatre where the pre-show content was shown. 
   Referring to  FIG. 1 , there is shown a block diagram of a conventional motion picture film distribution system  10 . A production studio  20  takes the content from content providers  22  who generate the film feature, rolling stock advertising, trailers, previews, and other content for theater display, typically as separate content films  30 . Studio  20  edits, masters, and prepares print films  24  and provides them, through a distribution network  26  to theaters  28 . In the conventional model of  FIG. 1 , studio  20  dictates what is viewed at each theater  28 . This control of shown content not only relates to the film feature itself, but to any advertising or trailers, such as previews for future offerings, and the like. In the conventional arrangement, theaters  28  follow the instructions of studio  20  for display of the film feature and other related content. Typically, the operator/owner of theater  28  is required to splice trailers, rolling stock advertising, or other content with the main film feature, so that the film is shown according to specific requirements of studio  20 . With the relatively inflexible arrangement shown in  FIG. 1 , then, there is no opportunity for dynamically adding or changing image content. Local participation and enjoyment of advertising revenues is minimized with this conventional arrangement. 
   One of the potential benefits of digital cinema relates to how images are stored and displayed from data. Referring to  FIG. 2 , there is shown a block diagram of a digital cinema preparation and distribution system  100  for providing motion picture images from a studio  110  to a post production facility  111 , which digitizes the motion picture images and provides the digitized images over a transmission system  130  to an exhibition system  140 , typically a movie theater. (The post production facility  111  may be under the control of the studio  110 , or it may exist (as it typically would) as a separate entity in the overall system  100 .) At post production facility  111 , digital mastering is performed on film  112  that contains image content, such as the film feature, advertising, trailers, and the like. A datacine system  114  transforms the film content into digital image content and provides the digital image content to a rendering system  118 , typically supported by a disk array  120 , that renders the motion picture image data in a resolution suitable for distribution and display. Rendering system  118  may also accept input from auxiliary input devices  116  such as data tape, DS tape, and DataCam devices. The fully mastered digital cinema output then is provided as a data stream to transmission system  130 , which may utilize a satellite  138  in communication with a transmitter  122  connected to post production facility  111  equipment. Other alternative transmission media include a fiber cable connection  136 , or transmission using an optical medium  134 , such as DVD or optical disks, or using a magnetic medium  132 , such as data tape. At exhibition system  140 , the mastered digital image data is received, such as at a receiver  148 , an optical media reader  144 , a magnetic media reader  142  or over a data or fiber optic cable connection  136 . A cinema operating system  146 , typically supported by disk array  120 , accepts the digital input data, processes the input data stream for presentation, and provides this data for image forming and projection by one or more digital projectors  150 . 
   Among its other anticipated benefits, digital cinema opens up new opportunities to exhibitors for increased advertising revenue. Unlike conventional operation that requires manual management of advertising slides and splicing of rolling stock promotional materials, ads and trailers can be simply programmed for showing at suitable times. Among other advantages, this makes it easier to display locally generated and provided content. Given the new capabilities of digital cinema, then, the exhibitor is now able to take on the role of programmer. The exhibitor can now select suitable advertising and promotional material to precede and follow the feature film and is no longer under the control of the motion picture distributor. 
   In conventional television programming, a local broadcaster provides a showing by rebroadcasting a show or program provided from a production studio. The local TV station accepts some national advertising provided from the larger TV network and provides the balance of advertising content through local and regional sales. The parameters for including local content are strictly defined, with little or no leeway for local programming changes from the instructions provided by the network. Advertising revenues are established using a probabilistic assessment of viewing audience demographics, based on sampling. Advertisers pay a price based upon the likely “number of impressions” for a preferred audience that can be obtained by airing a commercial message at a given time. However, with the salient exception of “pay-per-view” presentations, only statistically calculated metrics are available for obtaining the number of impressions of interest to advertisers for television viewing. There is no feedback channel for making any accurate measurement of audience demographics with conventional TV programming methods. There is no flexibility available for adapting to audience situations, including spontaneous adjustment of starting times for feature presentations, for example. 
   It is recognized that it would be valuable for the motion picture exhibitor to take advantage of program scheduling capabilities for obtaining increased advertising revenue and for adapting presented material more suitably to the audience. However, while the exhibitor now has capability to execute a programming role, adapting the TV-based programming model would be constraining and provides few advantages for the exhibitor. For example, TV programming follows rigid scheduling rules, with interruptions to fixed schedules only under special circumstances. Broadcast times themselves are fixed by the major networks, with local affiliate stations operating merely in a re-broadcasting mode. Specific intervals of advertising space are sold with consideration of factors such as time of day, likely audience characteristics, and relative demand. However, with TV, there is no accurate method for assessing the actual number of viewers who watch a particular commercial; statistical estimation is used to approximate the number of impressions, as described above. 
   Unlike TV, the motion picture theater environment is well known and controlled. Significantly, the number of ticket sales can be quickly determined, so that data of interest to an advertiser, such as “number of impressions” data, can readily be obtained. Other data of interest that may be available can include demographic information about the audience, such as percentage of the audience who are within a certain age grouping, for example. Information on audience conditions, such as percentage of the audience seated, is readily available to theater management. Timing of motion picture showings can allow for some flexibility, such as delaying the start of a feature film until a higher percentage of the audience is seated, for example. 
   Clearly, the conventional model for motion picture exhibition has developed over time and works profitably. And while digital cinema offers new opportunities for profit, methods of operation must also change accordingly in order to take advantage of these opportunities. Some conventional practices of TV broadcasting could be adapted, but these approaches do not take full advantage of the dynamics of the motion picture exhibition environment. 
   Tools and techniques for electronic control of scheduling for digital motion pictures and related content have been proposed. One example scheduling tool is the Avica Digital Cinema Manager from Avica Technology Corporation, Santa Monica, Calif. (www.avicatech.com). The Avica software maintains an electronic playlist for scheduling feature films, ads, and related content stored on a server within a motion picture exhibition facility. Commonly assigned patent application U.S. Ser. No. 10/309,867 filed 04 Dec. 2002 in the names of Walter C. Bubie et al. and entitled “Streamlined Methods and Systems for Scheduling and Handling Digital Cinema Content in a Multi-Theatre Environment” describes methods for creation, graphic display, and maintenance of electronic playlists stored on a central server for a multi-screen exhibition facility. However, these proposed solutions do not provide methods for competitive bidding to obtain promotional time intervals. Feature film and promotional content are server-resident with these solutions, stored at the exhibition site rather than downloaded for display on an as-needed basis. Using these tools, an operator can make decisions regarding appropriate content for promotional materials such as rolling stock or fixed stock advertising or trailers that accompany a feature film. However, informational guidelines for this promotional material are not provided with the feature film itself. 
   Due to constraints of conventional motion picture methods, local exhibitors have not been able to take advantage of networked tools for soliciting local promotional material, nor are they able to take advantage of the inherent flexibility offered by digital cinema technology. In one attempt to provide motion picture exhibitors with more flexible advertising options, the disclosure of WIPO application WO 01/13301 (Sprogis) describes a system using HTML structures and tools for providing an alternative to conventional fixed stock slide presentations. The systems and methods of the Sprogis disclosure provide a potentially more animated and versatile display for advertising messages, notices and information on upcoming events, and related information following the model of frames in an internet web browser utility. Utilizing conventional networked tools for web content delivery, the system disclosed by Sprogis not only allows advertisers to regularly update message content, but also enables backchannel reporting of exposures provided for the HTML content. While this type of system can provide a suitable replacement for many types of fixed stock slide presentations, it falls short of a comprehensive solution for integrating promotional content with the overall motion picture experience. For example, separate digital projection equipment is used to project the HTML frames onto the display screen. When scheduled rolling stock, trailers, and motion picture film feature are ready to run, a separate system is used both for control and projection. Thus, any coordination of the overall theater experience must be supplied from outside, using such a system as a sophisticated replacement for slide projection equipment, to be activated at suitable times. 
   Thus it can be seen that there is a need for a method for programming a motion picture showing and its related advertising materials that integrates different types of entertainment and promotional content and allows adaptation to audience size and other metrics and conditions and that provides additional opportunities for enhancing profitability for motion picture exhibitors. 
   SUMMARY OF THE INVENTION 
   It is an object of the present invention to enable a motion picture exhibitor to take advantage of opportunities for more flexible programming of promotional content that precedes or follows a feature film. 
   The present invention is directed to overcoming one or more of the problems set forth above. Briefly summarized, according to one aspect of the present invention, the present invention provides a method for scheduling motion picture and promotional content to an audience at an exhibitor site, the method comprising:
         (a) assembling an electronic play list for the motion picture and for related promotional content, said play list identifying at least one time slot for presentation of promotional content;   (b) posting an electronic notice soliciting a bid from an advertisement provider for purchase of said at least one time slot;   (c) in response to a received bid, associating an advertisement from said advertisement provider with said at least one time slot in said play list;   (d) acquiring said advertisement electronically from said advertisement provider.       

   It is a feature of the present invention that the electronic play list is acquired or created and is stored on a server computer at the exhibitor&#39;s site. 
   It is an advantage of the present invention that it allows automation of feature film and promotional material presentation, eliminating the need for manually splicing separate film content together. Ads, trailers, and other promotional material can be downloaded or otherwise acquired at any time prior to the showing, including “live” presentation. 
   It is a further advantage of the present invention that it allows flexible control to the exhibitor for scheduling the material that is displayed, where this control can be exercised either at a single exhibition facility or at a central site for managing multiple exhibition facilities. Last minute changes can be accommodated to suit individual circumstances at a particular theater or other exhibition site. 
   It is a further advantage of the present invention that it allows a central management site or an exhibitor to solicit local or national advertising content shown with a feature film, for a group of theaters or on a theater-by-theater basis. The exhibitor can auction available advertising or promotional time to the highest bidder. 
   It is a further advantage of the present invention that it provides more effective tools for assessing advertising impact and measuring and reporting advertising exposure, thereby presenting opportunities for increased advertising revenues to the exhibitor. 
   These and other objects, features, and advantages of the present invention will become apparent to those skilled in the art upon a reading of the following detailed description when taken in conjunction with the drawings wherein there is shown and described an illustrative embodiment of the invention. 

   
     BRIEF DESCRIPTION OF THE DRAWINGS 
       FIG. 1  is a schematic block diagram showing a conventional system for motion picture film preparation and distribution. 
       FIG. 2  is a schematic block diagram showing a system for mastering and providing digital motion picture data, such as could be used when implementing the present invention. 
       FIG. 3  is a schematic block diagram showing an exhibitor site for controlling a number of individual theaters. 
       FIG. 4  is a plane view representation of a portion of a play list generated according to the present invention. 
       FIG. 5  is a flow diagram for setting up and using a play list. 
       FIG. 6  is a plane view representation of an ad auction listing according to the present invention. 
       FIG. 7  is a flow diagram of the steps for soliciting and scheduling advertising. 
       FIG. 8  is a block diagram showing an embodiment using a handheld computing device for dynamically editing the play list to adjust scheduling based on local conditions. 
   

   DETAILED DESCRIPTION OF THE INVENTION 
   The present description is directed in particular to elements forming part of, or cooperating more directly with, apparatus in accordance with the invention. It is to be understood that elements not specifically shown or described may take various forms well known to those skilled in the art. 
   Referring to  FIG. 3 , there is shown an arrangement of components at an exhibitor site  50 . Cinema operating system  146  acts as the server for receiving the digital image data stream for a motion picture feature, as was described with reference to  FIG. 2. A  distributor  52  provides the motion picture feature. Advertising and promotional content may also be provided as a digital data stream, both from distributor  52  and from one or more advertisers  54 . Advertisers  54  may be, for example, advertising agencies or buyers whose function is to strategically place ads for their clients. 
   On a control console  56 , an operator  58  stages the scheduling of motion picture feature and promotional content components for one or more theaters  60 . Theaters  60  may be in the same building or may be located at a distance from each other. Operator  58  performs this staging by setting up an electronic play list  62  for each theater  60 . 
   Electronic Play List Setup 
   Referring to  FIG. 4 , there is shown an example electronic play list  62  consisting of time slots  64 . A start time  66  and a duration  68  are identified within each time slot  64 . Time slot  64  may have assigned content  69  or may be open and available. A feature entry  72  shows the time period that is assigned to the main feature itself. 
   Software on control console  56  manages the setup of each electronic play list  62 , allowing automatic or manual assignment of individual time slots  64 . Rules provided by distributor  52  or encoded with data provided for or along with the motion picture feature may dictate specific show times or may stipulate what types of promotional material are permitted within certain time slots  64 . For example, many distributor agreements currently require that the exhibitor only show trailer content once a scheduled showtime is reached, so that other types of advertisements, such as slides, do not immediately precede a showing. Or, a motion picture producer may encode various guidelines for suitable advertising content, as well as for advertising content to avoid. For example, a sports-oriented film may be a good vehicle for promotion of sports collectibles or sporting goods outlet advertising. Conversely, it may be advisable not to have airline rolling stock advertisements accompany a motion picture having a plane crash scene. An encoding scheme for identifying any number of attributes could be developed, using techniques well known in the digital encoding arts. For example, encodings could be standardized to indicate film genre, rating, targeted age group, and types of content to promote or to avoid. 
   Referring to  FIG. 5 , there is shown a flow diagram of the processes for generating electronic play list  62 . In a feature selection step  70 , operator  58  selects a feature from distributor  52  and schedules a feature entry  72  in play list  62 . In a trailer selection step  74 , operator  58  selects one or more trailers  76  for presentation before the feature. Operator  58  schedules a trailer entry  78  for each trailer  76 , occupying one or more time slots  64 . In an ad solicitation step  80 , ads are solicited from advertisers  54  and an ad entry  55  for each ad is assigned to a time slot  64  when purchased. 
   Using the arrangement of  FIG. 5 , it is not necessary that the actual image data content be retrieved when play list  62  is generated. Instead, play list  62  can simply provide a list of “pointers”, used to obtain the image data for each of the component entries, i.e., feature  72 , trailers  78 , and ads  55 . The image data can be downloaded in a download step  88  to cinema operating system server  146  prior to or at the time of showing, allowing up-to-the-minute modifications, even allowing “live” promotional content at an individual showing. A final display step  90  projects the image data for feature, trailers and ads to the screen. 
   Standard types of editing commands would be available for arranging and modifying play list  62 , including commands to edit, delete, add, move, copy, and paste entries, for example. 
   Ad Auction and Solicitation 
   With reference to the flow diagram of  FIG. 5 , there may be cases where distributor  52  does not provide promotional material or advertisements. In such an event, the exhibitor has the opportunity to solicit ads from advertisers  54 . Solicitation can be from an individual exhibitor, such as an individual theater, or from a central facility that serves as a management site for multiple theaters. Referring to  FIG. 6 , there is shown an exemplary ad auction entry  32 , such as would appear by accessing an on-line utility for advertising placements. Information fields  34  list data on theater location, feature, show times, and related information, including projected audience demographics such as average age and attendance percentages. A set price or a minimum price could be stated. In the embodiment shown in  FIG. 6 , an entry is expected in a bid price entry field  36 . After entry of a bid entry, the advertiser clicks a bid control button  38  or similar on-screen control to submit a bid. Acceptance of a bid can be automated or can be monitored by exhibitor personnel. Bids may be accepted for a certain period of time, up to a predetermined interval before show time. Selection and approval of bids could be automatically performed in software or could be monitored and controlled by an operator. Confirmation of acceptance would be provided to advertiser  54  for an accepted bid. 
   Referring to  FIG. 7 , there is shown a sequence of substeps that would be part of ad solicitation step  80 . In a broadcast step  92 , information is posted, such as on a website, showing open time slots  64  for upcoming features. Advertisers  54  can then reserve time slots  64  by paying the listed price or may bid on available time slots  64  in an auction. In an acceptance step  94 , the exhibitor accepts a bid from advertiser  54 . Then, in a scheduling step  96 , an ad entry  55  is made in play list  62 . 
   Theater  60  may also solicit promotional content from advertisers for particular features or show times. For example, a feature presentation popular among teenagers has appeal to specific advertisers. Theater  60  broadcasts a message to this targeted group of advertisers indicating available time slots  64  for presentation of promotional content and accepts bids from a member of this group accordingly. Motion picture content may also motivate promotional strategies. For example, where a scene in the motion picture is filmed in a fast food restaurant, there may be advantages in soliciting advertising from local franchisees. Promotional opportunities, such as presentation of an admission ticket stub for discounted or free items, could also be available to advertisers as part of the ad auction sequence. Auction options may also include different levels or types of promotion in addition to display of fixed or rolling stock content, including reduced admissions price, promotional item giveaways, or coupons, for example. The auction option may offer the opportunity to print a coupon onto the admission ticket stub, for example. 
   Dynamic Changes to Play List 
   The method of the present invention enables a manager or other authorized operator  58  at an exhibitor site or at a central management facility to make changes to play list  62  as needed, such as when conditions at the exhibition site suggest the need for schedule modifications. Referring to  FIG. 8 , there is shown an alternate embodiment in which operator  58 , typically a theater manager, accesses play list  62  using a portable electronic device  46 , such as a Personal Digital Assistant (PDA), for example. In the example of  FIG. 8 , operator  58  adds supplemental time slots  64 ′ with default or repeated advertisements or other promotional material. This may be beneficial, for example, where lines at refreshment stands are excessively long or where other audience-related conditions occur. Similarly, operator  58  may move a feature from a smaller to a larger seating area of theater  60 , based on ticket sales. Accompanying a change in seating area may come a corresponding change in fee charged for promotional time slots  64 , according to audience size, for example. Advertisers may or may not agree to moving ads, however, or to paying a higher fee when a feature film is moved near to show time. 
   In one embodiment, portable electronic device  46  is a PDA with wireless connection to cinema operating system  146 . In addition to control of play list  62  and related scheduling functions, management information and functions available from the PDA can also include current data on ticket sales. Available supplemental time slots  64 ′ could be offered to advertisers in an on-line broadcast, allowing immediate, dynamic delivery of promotional material to an audience, initiated by theater  60 . Referring back to  FIG. 8 , software at cinema operating system  146  can automatically scan a listing of bids from advertisers and insert new promotional content accordingly into play list  62 . 
   Feedback Channel to Advertisers 
   Referring back to  FIG. 3 , a backchannel  160  can also be provided for providing data back to advertisers  54  or to distributor  52 . Data provided from the exhibitor site can include attendance numbers for a specific theater  60 , to provide advertisers  54  with accurate information on number of impressions obtained for an advertisement. This information can be used for setting advertising rates, for example, by using number of impressions as a factor in determining the fee for one or more time slots  64 . 
   The invention has been described in detail with particular reference to certain preferred embodiments thereof, but it will be understood that variations and modifications can be effected within the scope of the invention as described above, and as noted in the appended claims, by a person of ordinary skill in the art without departing from the scope of the invention. For example, the electronic play list could have any suitable format that allows scheduling and assignment of feature and promotional content to specific dates and times. Any number of methods could be used for delivery of image data content, both for the feature and for any advertising and promotional content. Automated methods could be used as well as manual methods to dynamically modify play list  62 , such as triggered automatically by an audience metric such as a count of ticket sales. Automation of a number of steps is possible, allowing theater  60  significant latitude in controlling its operation and responding to audience and advertiser requirements. The present invention is ideally suited for environments using digital motion pictures and promotional content; however, displayed promotional or feature film content may be provided on film, on magnetic tape, on optical disk, or on some other medium. 
   PARTS LIST 
   
       
         10  Film distribution system 
         20  Production studio 
         22  Content providers 
         24  Print films 
         26  Distribution network 
         28  Theater 
         30  Content films 
         32  Ad auction entry 
         34  Information field 
         36  Bid price entry field 
         38  Bid control button 
         46  Portable electronic device 
         50  Exhibitor site 
         52  Distributor 
         54  Advertiser 
         55  Ad entry 
         56  Control console 
         58  Operator 
         60  Theater 
         62  Play list 
         64  Time slot 
         64 ′ Supplemental time slot 
         66  Start time 
         68  Duration 
         69  Assigned content 
         70  Selection step 
         72  Feature entry 
         74  Trailer selection step 
         76  Trailer 
         78  Trailer entry 
         80  Ad solicitation step 
         92  Broadcast step 
         94  Acceptance step 
         96  Scheduling step 
         100  Digital cinema preparation and distribution system 
         110  Studio 
         111  Post production facility 
         112  Film 
         114  Datacine system 
         116  Auxiliary input devices 
         118  Rendering system 
         120  Disk array 
         122  Transmitter 
         130  Transmission system 
         132  Magnetic medium 
         134  Optical medium 
         136  Fiber cable connection 
         138  Satellite 
         140  Exhibition system 
         142  Magnetic media reader 
         144  Optical media reader 
         146  Cinema operating system 
         148  Receiver 
         150  Digital projector 
         160  Back channel