Date: May 17, 2006

Venue operators are taking a wait-and-see attitude towards a first-ever live theatrical advertisement that was successfully premiered in London and will be seen this month in theatres in New York and Pittsburgh.

The 3-minute mini-play promoting Visit London raises the question of how audiences will react to advertisements in traditionally commercial-free venues, but also whether the move could open up new money-generating opportunities?

"If the response is ...

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