A few years ago we got permission from the Grand Lodge of Massachusetts to run this as an ad at theaters. The ad cost $5,000, but we thought it would be money well spent. We were able to have it run at one of the local theaters on all their screens. We thought Christmas weekend would be perfect.
Don't do Christmas weekend. The Air Force has a crapload more money for advertising than you do. Instead of having the ad before the movies we got bumped to the last one after the movies. It turns out Marcus Cinemas has a teeny, tiny clause that they can move your ad based on certain advertisers. Which the next level up of management did.
We ended up with one guy coming to check us out and he was a nut. He watched too many movies. All he talked about was National Treasure. He wanted to join to find out where the treasure really was.
Oh well. At least we tried.