A museum I worked for as Director tried this. It had no measurable result. Unlike adds that have coupons to track effectiveness, a theater ad is like a TV add, it goes out and you just don't know if it worked. That said, it seemed totally ineffective, as attendance did not increase, and not one visitor mentioned them. They were a trade out and didn't really cost us anything, but we stopped using them.
I suppose it depends on the demographics you are looking for, but the local movie attending folks were not the folks who came to see us. Most of our visitation was out of area.
My two cents. Take it with the value you paid to get it!
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