Revenue from advertising shown on movie-theater screens rose 20.6 percent to $527.8 million in 2005, the Cinema Advertising Council said Monday. In addition, it said, other advertising, like lobby displays, rose 17.6 percent to $75.2 million. In a statement, Robert Martin, president and chairman of the CAC, attributed the revenue rise to the current fragmentation of the media landscape. "Marketers are determined to find alternate means of getting their messages through the clutter," he said.