Effects of 3-W Movie Screen Advertising on Viewers' Perceived Pleasure, Arousal, and Advertisement Evaluation: The Mediating Role of Physical Presence

This study explored the effects of three-wall (3-W) movie screen on advertisement viewers' feelings of physical presence, perceived pleasure, and evaluation of advertisements. The findings from an experiment (N = 188) in a real movie theater demonstrate that 3-W screen enhances the feelings and perception toward the advertisements, with physical presence presenting the mediating effects. Of note is that the effects of 3-W screen were presented differently depending upon the types of the advertisements; the dynamic one and the static one. The effects were mostly applied to the dynamic advertisement, but not to the static one. Given the high costs of installing 3-W screen in movie theaters, the study's findings suggest more elaborate designs of advertisements to enhance the applicability of 3-W screen.