Even as irritating and invasive pre-film ads become the norm in multiplexes across the country, art-house cinemas have mostly resisted the tug of money available from ad sales. But now, one of America’s largest art-house chains, Landmark Theatres, has struck a deal with Ford Motor Company to “sponsor” a series of featurettes scheduled to run before certain films. “Starting in October, the theaters will present preshow “making of” featurettes, and interviews with directors, and the carmaker might even arrange to admit patrons for free.” Ford is hoping the targeted approach will help it relaunch its Mercury line, and Landmark is hoping to avoid the acrimony garnered by more mainstream chains after the addition of ads to the theatregoing experience.