Although in-theater advertising is frequently cited as one of the reasons for the fall in movie attendance, such advertising is growing at the rate of 15 percent per year and will continue to do so through 2008, according to a ZenithOptimedia study cited in today's (Wednesday) New York Post. Part of the reason, the newspaper observed, is that advertisers are being forced to compete for a limited amount of on-screen time, typicallly less than 25 minutes, before the start of a movie. Matthew Kearney, CEO of Screenvision, which has deals that include more than 14,000 screens, told the Post that a typical ad deal these days  is likely to be worth "north of $10 million."