NEW YORK (AdAge.com) -- Philips Electronics and its agency, Omnicom’s DDB, New York, came up with a great idea recently. Why not do something that its audience will really appreciate? The idea was to buy the four minutes of screen time that cinemas usually sell to advertisers and run a 15-second spot that told the audience Philips was helping the movie start sooner. Only problem was Screenvision, seller of cinema ads, wouldn’t let them do it.

AdAge.com :: THIS MOVIE STARTS ON TIME, THANKS TO OUR SPONSOR

(Thanks for the tip, Travis!)