The Night of the Ad Eaters, the world's biggest international showcase of ad spots, will be screened in Prague again after a five-year hiatus. The event takes place Nov. 10 at Slovanský dům, and for advertising professionals it serves as a major opportunity to search for inspiration. For people like Petra Lamlová, media sales manager at Palace Media, which sells advertising space for Palace Cinemas, The Night of the Ad Eaters helps to convince advertisers that movie ads are still an effective marketing tool. Lamlová talks to The Prague Post about movie advertisements' struggle against product placement in films, and advertisers' anticipation of the launch of digital television in the Czech Republic.

What made you decide to bring The Night of the Ad Eaters back to Prague?

The last time this show was screened here was in 2001. Palace Media focuses on movie advertising, and so we decided to bring this event back into our multiplexes. Personally, I have participated in two such events in the past, and it was an unbelievable experience. So when we had a chance to bring it back, we did not hesitate for a second. The condition was to catch the eye of sponsors and business partners. Since the event generated enough interest, we've started preparations.

Many Czechs see pre-movie advertisements as an opportunity to finish buying popcorn, use the restroom or show up to the theater 10 minutes late. Is there any way to change such perceptions of advertisements? Do you believe that the upcoming Night of the Ad Eaters could change that?

What kind of people will make up the audience at your festival?

We suppose about 60 percent of visitors will be people involved in the advertising industry. These people are well aware of the festival, and so they will come to be entertained and get some inspiration. We believe the festival will sell out.

How much inspiration could this festival provide to Czech ad makers? Isn't it just an opportunity to let someone else do their homework?

This show is mostly about fun and entertainment. It's up to every individual to decide how he or she will get inspired.

Will local advertisers have an opportunity to display their ads, too? What does a local advertiser need to do in order to get noticed?

The event's founder and license holder, Jean Marie Boursicot, developed the festival's content. We do not affect the content at all. Czech advertising agencies and other advertisers send their ads to him, and he includes them in his collection. In this year's collection, one Czech ad will be displayed almost every hour.

How creative are Czech ad makers and their advertisements?

All I can say is that people go to cinemas to have fun. It would be great if they could have fun even while ads are being shown. This is the only thing that I could recommend to Czech ad makers.

Palace Cinemas launched Palace Media in 2005 in order to work as its advertising agent. How has the movie advertising market developed since then?

Palace Media has been on the market for two years. When I take a look at that time, it's apparent that each year was different. The first year wasn't the best for cinemas in this country. However, the influx of a number of interesting movies this year brought about an increase in attendance, and this will lead to more interest from advertisers in placing ads. I'm glad that new corporate clients have decided to use movies as a tool for marketing campaigns, and I believe that next year I'll be able to convince other corporations about the effectiveness of such advertising.

Are you afraid that the coming launch of digital television, which will bring more TV channels and thus open more advertising space, will lead to a decline in movie ads rates?

The launch of digital television will certainly bring about changes. We'll see in what direction the market will develop.

The number of product placements within the movies themselves is increasing rapidly. What kind of threat is that to movie advertising?

It's true that product placement is frequently used. On the other hand, there are still clients who use both tools: product placement and movie ads.

The movie theater has become a part of your job. Is it also a hobby, or do you prefer spending your leisure time outside cinemas?