New York Times to Launch In-Theater Movie Magazine

Hopefully not just another pre-movie ad attack or more trash for theater staff to pick up after the movie, The New York Times will launch, OnMovies, an 18X per-year, digest-sized magazine from the paper's Culture desk which will be handed out to 1.25 million moviegoers at Lowe's cinema as they buy their tickets. This could go either way. Pessimistically, it will add more agony to already slow ticket lines with cashiers frantically handing out the magazine along with tickets, create more noise in theaters as moviegoers thumb through the magazine even as the movie rolls, dramatically increase movie exhibitors trash bills or cause moviegoers heads to explode as they attempt to process the onslaught of pre-roll ads on screen and athe d-supported content in the magazine thereby causing huge riots and a sudden upturn in business for home theater contractors.

Or, more optimistically, with lovely content such as film reviews, movie grosses, filmmaker interviews, actor profiles and trivia, it could give Entertainment Weekly a run for its money. Debuting December 16, the glass half full, glass half empty challenge will commence. Either way, we're betting the weblog OnMovies.net will be pretty happy with its increased accidental traffic.