A California shelter gets a boost from the big screen

Leilani Vierra hadn’t found the time to see a movie for about a year, but the executive director of the Placer SPCA recently made a trip to her local theater for an important event—the debut appearances of some of the shelter’s hottest stars.

During the month bookended by Thanksgiving and Christmas, some moviegoers in Roseville, California, were treated to two SPCA ads that promote adoption. A local 14-screen theater showed the slides among the ads that audiences see before each movie begins, for a total of 1,470 showings per week.

Designed to send the message that well-trained dogs and lovable cats are available for adoption, the ads seemed to do a good job of capturing audience interest, Vierra says.

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