According to the article, the study also showed that 59% of moviegoers recall the experience of watching onscreen advertising before the movie on their last trip to the theater. To those statistics I just have to say "huh"? I don't know about you, but I and pretty much everyone I know find advertising before a movie to be very unacceptable. So much so that its one of the reasons I pretty much stopped going to regular theaters to see movies. That and the parents who insist on taking their five-year-old to R-rated films and then wonder why they keep crying.
Fortunately, there is still a theater here in Los Angeles that doesn't have adverting -- its called the Arclight and its the only place I will go, other than screenings, to see a film anymore. Now, I'm really trying not to be so negative these days but in my mind, the only thing these statistics, if true, seem to prove is that 53% of "frequent" moviegoers need to have their heads examined. They're probably the same rocket scientists who think Ghost Rider and Eragon are the epitome of cinematic excellence.