People viewing the screen ad aren't in a position to respond, or "do something" about the information, even if they happen to need your services right now.
So you may want to conisder including something memorable in the screen ad. A rhyming slogan?
Another very important element....which should actually be included in every piece of your marketing that touches a potential customer...is an "offer" or "Incentive"
In this case, something they get...a discount on their first services...or even ...pizza coupons, just for responding to this movie theatre ad. (This is piggyback advertising)
...see even if they don't buy your service...they contact you....and now you are in a position to give them more information, one on one.
(contact a local pizza joint and get permission to print up a few coupons....(a smart manager should realize that he is winning in the end because he gets to take advantage of YOUR customer traffic, without costing him anything. He will be making food sales during times, and from customers where they wouldnt have otherwise taken place naturally...so this is an increase in revenue for him) ...(if the first thing out of his mouth is "yeah but I lose money when I give away too many coupons" ...your dealing with a moron....move on to the next guy)
Also if you can craft some kind of referral system, as a type of incentive...in other words....there will be those viewers who don't need you...but know someone who does...a referral incentive keeps them from tuning your ad out. They now have a reason to pass the word onto a prospective customer.
I am a marketing professional and a printer