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Cinema advertising has always been an effective marketing tool for some advertisers, while for others they will have yet to see the good thing about this unique type of media. When an advertiser hears the word "Cinema Advertising" automatically they think the slide that's shown on the silver screen with the soothing music played in the backdrop.For many years that is exactly what it has been but companies just like the National Cinema Network and Regal Entertainment alongside new technology have changed the scope of how cinema advertising is perceived. At many theatres you can actually have a total digital experience from the time you get your tickets to the time that you sit in your seat. With LCD screens in the theater lobby and digital advertisements replacing both slides and rolling stock, it's no wonder why both Regal and AMC Entertainment are on the search for more mergers and acquisitions.The phasing out of slide and rolling stock advertising in cinema s across the nation and the progression to digital advertising puts the cinema advertising game in a fresh field. Rendering it more inviting for advertisers, entertaining for the patrons and above all giving advertisers potentially a larger return on their investment.This just adds to the important thing of the theater, more advertising means more profits, this is exactly what will drive mergers in this industry. Cinema advertising keeps growing up and the companies that control the industry will reap the rewards that will follow.They will no longer need to seek outside assistance to attract advertisers to their advertising platform, Regal and AMC have implemented this practice already plus they haven't looked back. So now with AMC merging with Loews Entertainment and Regal Entertainment taking over the National Cinema Network, it just remains to be seen as to which one of the companies will be sinking their teeth into the Cinemark theater chain.